The International Shooting Sport Federation (ISSF) has made remarkable progress in digital development, as reflected in the 2025 Redtorch SportOnSocial report. The annual report ranks 43 Summer and Winter Olympic International Federations based on their social media performance, analysing engagement, growth, and content strategy across major platforms.
ISSF climbed nine places to rank 32nd out of 43 federations, marking the joint second-highest improvement among all international governing bodies. The federation now outranks organisations such as World Curling, World Sailing and the International Weightlifting Federation. It secured a top-33 ranking on four out of five platforms, achieving its highest individual placement on Facebook at 22nd. This represents a significant leap from its 41st-place finish in 2024.
The transformation began in late 2023 with the appointment of Alessandro Nicotra di San Giacomo as Secretary General. Under his guide, ISSF established a new Communications Unit, led by experienced communications director Nick Davies. The team includes media operations specialist Juliana Daguano and social media strategist Andreas Georgiou, supported by creative agency Uni4m Media.
This newly formed unit developed platform-specific strategies, introducing innovative content, striking visuals and dynamic videos. A key initiative was the expansion of user-generated content, working closely with the ISSF Athletes Committee to bring fans behind the scenes of training and preparation.
During Paris 2024, ISSF launched the "Hit The Mark" campaign, a celebration of the sport’s precision and beauty. With support from member federations and key partners, the campaign delivered ISSF’s highest-ever digital engagement for an Olympic Games.
Looking ahead, ISSF is set to launch a dedicated TikTok channel, with plans to also explore new Chinese-speaking platforms. This continued expansion positions ISSF for further digital success as the federation builds towards the 2026 rankings.