The news: Instagram appears to be experimenting with a feature that would allow users to choose specific sports they’re most interested in, according to Social Media Today.

The feature would purportedly allow users to choose the types of sports updates they’re interested in seeing from different leagues. Instagram would then show users more relevant live sports coverage.

Why it matters: Should the feature expand and Instagram introduce related sponsorship or advertising opportunities, users’ selections could give marketers a clearer signal of their interests.

That could help brands move beyond broad demographic targeting and reach fans based on their specific sports interests—a valuable opportunity given sports fans’ demonstrated engagement with sponsor brands.

• 44% of US college sports fans say sponsorships influence their purchase decisions, and about 14% actively prioritize sponsored brands when shopping, per Big Chalk.
• In markets like Canada, nearly two-thirds of sports fans notice sponsor brands during games and events, and 16.3% pay close attention to them, according to 2025 research Vividata. 61.5% of fans recognize sponsors online, suggesting digital environments like Instagram could be particularly valuable for brand integrations.
• Social media is a significant touchpoint for brands marketing around sporting events, with 21% of consumers worldwide typically discovering brands during sports tournaments on social, per Teads.
• Sports fans often engage with games beyond the TV screen. One-third of Super Bowl viewers planned on using social media during this year’s event, per Adtaxi. That points to an opportunity to market around major events in more cost-effective environments.

Recommendations for marketers: If Instagram expands the feature, marketers could gain access to a more effective route for reaching self-identified sports fans.

• Monitor whether Instagram introduces advertising and sponsorship opportunities tied to the feature. Brands should assess whether new placements offer a more precise way to reach fans than broader sports and demographic targeting.
• Prioritize sponsorships and creative that align with specific leagues and teams target audiences follow. This could help brands create partnerships that feel more relevant, boosting the likelihood of fans noticing and engaging with their messaging.
• Look for ways to extend existing partnerships through Instagram content, using league-specific posts to maintain fan engagement beyond game broadcasts.

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