The World Athletics Championships, organized by World Athletics, begin this weekend in Tokyo and will bring together the world’s top athletes until September 21. Among the most anticipated names is Jakob Ingebrigtsen, who arrives after overcoming Achilles tendon problems and under strong media attention.

The Norwegian has explained in various interviews that his priority is sporting performance rather than digital exposure. “I could have millions of followers if I wanted to,” he stated, making clear that he is not interested in sharing too much of his personal life. Despite that stance, he has become the main figure in a TV series alongside his brothers and one of the most visible athletes in track and field, ranked among the top ten most-followed globally and by far the leading middle-distance runner, making him especially attractive to brands.

Ingebrigtsen, a profitable athlete on social media

The growth of his Instagram numbers illustrates his rise: 191,000 followers in 2019, more than half a million in 2022, 706,000 in February 2025 and around 795,000 today. His engagement rate stands at 3.27%, higher than 89% of creators of a similar size, and his stories reach between 18,700 and 56,100 views, with visibility ratios well above the average for large accounts.

The estimated value of his sponsored posts ranges between 5,900 and 17,800 dollars each, with an average of eight brand mentions in the last six months. This is considered an optimal frequency, maximizing effectiveness without compromising authenticity. In addition, his annual growth of 17.81% clearly exceeds the average for comparable accounts in the sports sector.

From spontaneity to a professional funnel

In his early years, between 2019 and 2022, his digital presence was more spontaneous, focusing on everyday training sessions or personal moments. Over time, he has shifted to a more professional use: stories now feature detailed training sets, personal projects such as Runfest, or Nike shoe giveaways, all linked directly to his YouTube channel.

Today he maintains a steady rhythm of two weekly posts and concentrates activity spikes during altitude training camps or in the weeks leading up to championships. Through YouTube he shares updates on injuries, training routines and Q&A sessions, strengthening his bond with followers without needing to reveal private aspects.

The most influential middle-distance runner on Instagram

Compared with other prominent middle-distance athletes, the gap is significant. Josh Kerr and Cole Hocker each have around 130,000 followers, six times fewer than Ingebrigtsen. No other runner in his discipline comes close to his digital reach, which places him in a position of absolute leadership in middle distance.

Looking at the wider track and field landscape, he ranks behind figures like Usain Bolt, Neeraj Chopra and Sha’Carri Richardson, but remains inside the global top ten in follower numbers. His limited use of commercial content and the transparency with which he communicates issues such as fitness and his calendar reinforce an image of authenticity that is especially valuable to brands and sponsors. While he has not directly asked his followers what content they prefer, his Q&A sessions and explanatory videos on YouTube show an active engagement with his community, helping explain his steady growth over the past season.