A new study has ranked the most influential British Olympians on Instagram ahead of the Paris 2024 Olympic Games.
According to research conducted by Jeffbet.com, diver Tom Daley tops the list of the most influential GB Olympians, boasting a substantial 3.1 million Instagram followers. Daley, who has secured four Olympic medals, including a gold at the Tokyo 2020 Games, is estimated to earn up to £7,600 per sponsored post on the platform.
In second place is tennis star Andy Murray, with 2 million followers. Murray, a renowned athlete who has previously partnered with brands like Castore and Under Armour, could command around £4,900 per sponsored Instagram post.
Skateboarding prodigy Sky Brown, aged 16, follows in third place with 1.3 million Instagram followers. Brown, who made history in 2020 as Team GB’s youngest-ever medallist, has a potential earning capacity of £3,200 per sponsored post.
Golf player Tommy Fleetwood ranks fourth with 670,000 followers, potentially earning £2,500 per sponsored post. Fleetwood has endorsement deals with major brands including Nike, BMW, and Tag Heuer.
Swimmer Adam Peaty, with 630,000 Instagram followers, holds fifth place. Peaty, who has won three Olympic medals, could earn up to £2,300 per sponsored post.
Cyclist Tom Pidcock, who secured a gold medal at the Tokyo Olympics, is in sixth place with 571,300 followers. Pidcock’s Instagram presence could bring in up to £2,000 per sponsored post.
Charley Hull, a golfer with 570,000 followers, is seventh on the list. Hull’s earning potential is estimated at £2,100 per sponsored post, supported by her sponsorships with TaylorMade and Acushnet.
Dressage rider Charlotte Dujardin, who has amassed six Olympic medals, holds eighth place with 523,600 followers. Dujardin could earn up to £2,000 per post.
Sprinter Dina Asher-Smith, with 377,000 followers, is in ninth place. The 28-year-old, who has won two bronze medals, has a potential earning capacity of £1,400 per post.
Finally, BMX freestyle champion Keiran Reily, who is making his Olympic debut this year, rounds out the top ten with 344,700 followers. Reily’s estimated earnings per sponsored post are £1,200, bolstered by endorsements from Red Bull and Adidas.
| Rank | Olympian | Instagram Followers |
| 1 | Tom Daley | 3,100,000 |
| 2 | Andy Murray | 2,000,000 |
| 3 | Sky Brown | 1,300,000 |
| 4 | Tommy Fleetwood | 670,000 |
| 5 | Adam Peaty | 630,000 |
| 6 | Tom Pidcock | 571,300 |
| 7 | Charley Hull | 570,000 |
| 8 | Charlotte Dujardin | 523,600 |
| 9 | Dina Asher-Smith | 377,000 |
| 10 | Keiran Reily | 344,700 |
The findings reflect a notable trend: more men than women feature in the top ten, highlighting a disparity in Instagram earning potential between genders.
A spokesperson for Jeffbet.com commented: “The diverse range of athletes in Team GB for the Paris Games is remarkable. It’s intriguing to see both established stars and emerging talents making their mark on social media.”
They added, “Social media has become a significant avenue for British athletes to enhance their earnings, especially given that the GB team does not receive cash bonuses for Olympic medals unlike some other countries.”
The study underscores the growing influence of social media in the world of sports, offering athletes new revenue streams and increased visibility. As the Paris 2024 Olympics approach, these figures reflect both the commercial power and public appeal of British Olympians.
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