The Ryder Cup scores 162,000 social media mentions with sponsor BMW dominating

Golf’s prestigious Ryder Cup saw its highest ever online traffic receiving 162,000 mentions on social media in the last week, according to a report from social media monitoring group Brandwatch.

BMW has sponsored the event since 1996

The firm gathered data on the social media usage surrounding the event and found that 79 per cent of sentiment was positive for the event whereas just over a fifth was negative.

The gender divide of those engaged in the event was surprisingly close with men being responsible for 55 per cent of posts and women bringing in 45 per cent.

Brandwatch attributed the unusually high female interest in the sport to One Direction's Niall Horan live-tweeting commentary on the event.

Typically, the boy band member’s 19.9 million followers made him most mentioned tweeter of the event, coming ahead of the @rydercup and rydercupeurope official accounts.

Although Team Europe finally won the event in a stunning final round, USA won on hashtag use. The most popular handles were #rydercup, #rydercup2014, #golf, #USA and finally #europe.

Of the tournament’s top five sponsors, BMW was mentioned over 450 times, followed by EY, Johnny Walker, Rolex and in last place Standard Life.

Last week it emerged that Team Europe had double the online support of Team USA - raking in 3.5 million followers.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.