The International Skating Union European Figure Skating Championships held in Sheffield recorded a significant milestone in digital visibility, reaching 36.8 million impressions across ISU channels during the week of competition. The reach and visibility of content more than tripled compared with the same period of the previous edition, positioning Sheffield as a recent benchmark for digital consumption of the continental event.
The 117th edition of the European Championships returned to the English city for the second time and for the first since 2012, with competition running from the opening events through to a sold-out Exhibition Gala. The impact of the event was reflected both on the ice and beyond, with figures illustrating its sporting, organisational and media reach.
Record digital audiences
The response from the digital community emerged as one of the key indicators of the championship’s impact. Video content exceeded 12 million combined views on Instagram and TikTok, representing a 328 per cent increase compared with the 2025 edition. Across all platforms, total video views surpassed 18 million, underlining the appeal of figure skating in short-form and social-first formats.
This growth was also supported by increased editorial output. During the championship week, 30 per cent more content was published compared with coverage of Tallinn 2025, enabling broader storytelling opportunities linked to training sessions, competitive programmes and key moments.
Global reach beyond the ice
ISU-owned channels added more than 12,500 new followers over the course of the week, expanding their international audience base. These figures relate to the federation’s global English-language channels, while dedicated platforms continue to serve Asian audiences through networks such as WeChat, Line, Naver, Weibo, Douyin, RED and Bilibili, as part of a region-specific engagement strategy.
The media dimension of the event was reinforced by the accreditation of 146 media professionals, who carried coverage of the competition to audiences across multiple countries and strengthened the championship’s international profile beyond the Sheffield venue.
Sheffield and the on-ice scale of the event
From a purely sporting perspective, the championship brought together 157 skaters and pairs representing 36 ISU Members, figures that highlight the competitive breadth of the European Championships. Local spectator engagement remained strong throughout the week, culminating in a fully sold-out Exhibition Gala.
Among the standout individual statistics, Charlène Guignard and Marco Fabbri secured their sixth European medal in ice dance at their 14th appearance at the Championships. In the same discipline, Guillaume Cizeron claimed his sixth continental title, his first alongside Laurence Fournier Beaudry, adding further historic markers to an edition defined by figures on and off the ice.
