Toronto Stadium ranked 15th out of 16 FIFA World Cup venues on Instagram popularity
The temporary branding of BMO Field generated 47,000 hashtags and 137,000 followers, far below Gillette Stadium's 640,000.
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Toronto Stadium, the temporary tournament name for BMO Field, ranked 15th out of 16 FIFA World Cup venues in a new report measuring social media popularity and engagement.
A study by gaming studio Galaxsys analyzed all 16 World Cup stadiums based on Google search interest, Instagram hashtag usage, online images and videos, and overall social media engagement to calculate an "Instagrammability" score.
Toronto Stadium earned a score of four, generating more than 3.8 million Google searches, roughly 137,000 Instagram followers, and around 47,000 Instagram hashtags during the tournament. Gillette Stadium topped the rankings with over 250,000 online photos and 640,000 Instagram followers, along with the highest engagement rate among all World Cup venues.
Canada's highest-ranked venue was Vancouver's BC Place, which placed eighth overall with a score of 35. The stadium generated approximately 919,000 Google searches, more than 126,000 Instagram hashtags, and over 77,000 Instagram followers.
Toronto Stadium hosted six FIFA World Cup matches, including one knockout-stage game. The venue, which was temporarily rebranded from BMO Field and expanded with temporary seating to accommodate tournament crowds, has since had its World Cup branding removed as it transitions back to operating as BMO Field.
The low ranking reflects the temporary nature of the installation and the venue's primarily local audience during matches, rather than the global fan engagement that other stadiums drew.
