Since April 2026, we’ve worked alongside Sheffield Speedway’s in-house marketing team, bringing a fresh approach to sports social media marketing across Facebook, Instagram and TikTok.
Speedway is a traditional sport, and much of its marketing has historically focused on press releases, race reports and interviews aimed at existing fans.
Our goal was to do something different. We wanted to make their social media more engaging, reach younger audiences and introduce speedway to people across Sheffield who might never have considered attending a meeting.
Through a fresh approach to video content, we’ve helped generate millions of organic views, grow their social audience and put Sheffield Speedway in front of people beyond their existing fanbase.
Our strategy focused on making speedway interesting to people who weren’t already fans. Rather than simply reporting on results, we wanted to show what makes the sport exciting, explain how it works and give people a reason to experience it for themselves.
Some of our best-performing content has been educational, including a video explaining how speedway bikes work, which generated over 300,000 views on TikTok alone.
One of the biggest challenges was producing a full month’s worth of content from just one live fixture. Unlike a typical content shoot, we couldn’t control what happened on the night, whether that was the racing, the result or the availability of riders for interviews.
We knew talking-to-camera content worked particularly well, with one pre-season video generating over 500,000 views. However, we couldn’t always rely on having people available to film.
So, we adapted. Alongside interviews, we introduced more educational content, engaging text hooks, behind-the-scenes footage, race highlights and videos specifically designed to attract local audiences.
This flexibility allowed us to maintain a consistent content strategy while working around the unpredictability of live sport.
Between April and October 2026, Sheffield Speedway’s Facebook account recorded 6.7 million views, reached over 960,000 viewers and received more than 101,000 content interactions.
We also helped launch their TikTok account, which has generated over 900,000 views and grown to more than 2,600 followers.
Beyond the numbers, we’ve seen local people engaging with the content, asking about tickets and showing an interest in experiencing speedway for themselves.
It’s a great example of how even a traditional sport can reach completely new audiences with the right organic social media strategy.
If you’re an established business, sports club or organisation looking to reach new audiences through organic social media, get in touch to see how we can help.
