Live, high-stakes sports events are among the few content types that still continue to generate instant, measurable “attention spikes” across TV and streaming, often breaking audience records and drawing casual viewers back to traditional “appointment viewing.” During championship matches or exclusive streams, total viewership, peak concurrency, and “share of TV usage” can surge, giving brands concentrated reach and momentum for real-time and follow-up campaigns. According to WARC Media’s Global Advertising Trends report, global sports events generated an estimated $61 billion in 2024, driven by continued investment in sponsorships, activations, and fan engagement.
In the U.S., the Super Bowl, the annual championship of the NFL, is a prime example. In 2026 (February 8th 2026) the game was watched by an estimated 124.9 million viewers, according to Nielsen’s Big Data + Panel measurement. Though slightly down from 2025, when Super Bowl LIX (Feb 9, 2025) set a new single-network record with 127.7 million viewers, (according to Nielsen), this still shows how a single sports event can still deliver mass reach despite the current phenomenon of audience fragmentation. The previous year’s Super Bowl LVIII (Feb 11, 2024) drew 123.7 million viewers, setting a record for the largest TV audience at the time.
Let’s not forget that sports offer not just local but global reach. While tracking international viewership is harder, the NFL reported that the 2024 Super Bowl was watched by 62.5 million global viewers outside the US, a 10% increase from the previous year, with markets such as Germany, Canada, the UK, and Mexico all showing strong interest.
Cricket also provides a valuable digital-first template. During the 2023 ICC Men’s Cricket World Cup, the final saw 59 million peak concurrent viewers on Disney+ Hotstar. This spike reflects not only traditional TV reach but also intense concurrent streaming, which directly correlates with increased social, search, and commerce activity, along with the “roadblock” ad impact when attention is concentrated.
Of course, the men’s football World Cup final remains a leading example of sports providing a huge potential audience. The 2022 final reached nearly 1.5 billion viewers, as reported by FIFA. This global peak illustrates how sports events can create synchronized attention that brands can rarely replicate with always-on media. For the first time in 2026, three countries, the United States, Mexico, and Canada, will host the tournament, expanding its cultural and commercial footprint across North America. From June 11 to July 19, 104 matches across 16 cities will generate five consecutive weeks of global attention. It is set to become the largest and most commercially powerful sporting event to date, with FIFA projecting $2.5–3B in marketing and sponsorship revenue alone.
The good news for marketers is that sports offer a unique opportunity to reach both local and global audiences, with most countries and regions having an annual culturally relevant sporting ‘moment’ that enables them to capture the attention of potential customers. While tournaments and sporting finals provide one-off marketing ‘moments’, the brands that can capture sporting excitement throughout a sporting season will have ample opportunities to build momentum and should pinpoint key games where fans will be watching. For example, in 2024, Christmas Day NFL games streamed on Netflix became the most-watched day in U.S. TV history, with 51.2 billion viewing minutes, 49.5% of which came from streaming, according to Nielsen. Netflix reported a global average minute audience of 30.0M and 31.3M for the two games, providing a valuable benchmark for internationally comparable viewing metrics.
Takeaway:
Major sports events can deliver record-scale reach (Super Bowl), global synchronized attention (World Cup final), and intense digital engagement (cricket finals, streaming exclusives). They also underscore how strategic ad placement and compelling creatives during these moments can act as a catalyst for boosting reach, brand value, and conversions.
Sources: Netflix.com, Reuters.com, ICC Cricket, Inside FIFA, Nielsen.com, Reuters.com , Yahoo Sports, WARC
Building Sustainable Brand Growth through Sports Partnerships
Sporting events drive short bursts of digital engagement that marketers can capitalize on. But longer-term partnerships, such as sponsorships, offer sustained brand awareness and numerous digital marketing opportunities. Globally, sports clubs and brands are increasingly building long-term collaborations that go beyond logo placements to enhance fan experiences, expand audiences, and drive commercial value. From 2024 to 2026, several notable partnerships have boosted both sports entities and their commercial partners.
One standout is Spotify’s partnership with FC Barcelona, which began in 2022. Spotify holds front-of-kit sponsorship for both the men’s and women’s teams, as well as naming rights to Camp Nou (now Spotify Camp Nou). The partnership, valued in the hundreds of millions of euros, has been extended through 2030 for shirt rights and 2034 for stadium naming rights. This collaboration has helped Barcelona boost revenue and positioned Spotify as a cultural connector, with global artist jersey activations and fan experiences. Spotify’s strategy with Barça highlights a shift in sports marketing, where brands co-create cultural moments instead of simply buying exposure. For example, Spotify occasionally replaces its logo with artist brands on Barça jerseys during major matches, turning the jersey into a cultural platform that resonates with younger audiences and amplifies engagement. This approach maintains relevance year-round and taps into broader lifestyle communities.
Formula 1 also offers a compelling example. Between 2024 and 2025, hundreds of brands activated across races, teams, and drivers, creating long-term brand associations with speed, precision, and global reach. The sport’s expanding commercial landscape, especially in new markets like the U.S. and the Middle East, shows how brands are investing in sustained visibility through Formula 1.In the U.S., Major League Soccer (MLS) has exemplified long-term growth marketing. Teams like LAFC and the New York Red Bulls have formed multi-year partnerships with lifestyle brands and tech platforms, integrating digital tools, player content, and year-round events. These strategies help clubs grow their audiences, boost sponsorship revenue, and engage fans beyond match days, fostering high commercial valuations.
One of the longest-running sporting sponsorships is Coca-Cola, which has sponsored both the Summer and Winter Olympic Games since 1928. Why? Because, as Coca-Cola states on their website, they ‘believe the Olympic Movement is a force for good, bringing people and countries together’. The brand is now synonymous with all Olympic events.
These cases underscore the value of long-term partnerships that integrate brand storytelling into fan experiences and cultural moments, resulting in sustainable growth. They also highlight the digital impact, strengthening social media presence, driving app downloads, and boosting web visits. By combining sponsorship with key sporting moments and innovative ads, brands can maximize reach and conversions, particularly when entering new markets. This approach quickly attracts a large, focused audience, driving brand awareness. Another way brands can tap into new markets is by engaging with niche communities within the sports ecosystem. Whether it’s through partnerships with specific teams, players, or events, sports sponsorships allow brands to target highly engaged and passionate subgroups. For instance,
Takeaway
Brands looking to reach young, tech-savvy, or luxury consumers may find an ideal partner in Formula 1 or football, where fans are not just spectators but active participants in the sport’s culture. By using data analytics and fan insights, brands can personalize their messaging and marketing efforts, tailoring them to specific segments within new markets. This allows them to engage niche communities effectively and create customized experiences that resonate deeply, helping them forge stronger connections with potential customers.
Sources: Sponsorunited.com, Marketing Brew, Spotify.com
Growth of Women’s Sports: Rising Viewership, Commercial Opportunities, and Expanding Participation
Women’s sports have been experiencing remarkable growth both globally and in the United States, driven by rising viewership, increased commercial interest, and expanded participation. Globally, the revenue from women’s sports is projected to surpass $2.35 billion by 2025, marking a significant jump from $981 million in 2023. This surge is largely fueled by higher levels of broadcast, sponsorship, and digital engagement. Women’s football, for example, is on track to become one of the top five global sports by fanbase by 2030, with projections showing it will grow from approximately 500 million to over 800 million fans in the coming years. Additionally, the 2023 FIFA Women’s World Cup set a new benchmark for engagement, generating over 3.2 billion views of digital and social content, signaling that women’s sports are gaining substantial visibility on a global scale. The increased media coverage, which tripled from 2019 to 2022, further underscores the rise of women’s sports, with social media conversations about women’s sports representing 18.5% of the total sports discussion by 2022.
The momentum is also evident in Olympic participation, with the 2024 Paris Olympics achieving gender parity for the first time, reflecting broader efforts to include women athletes at the highest levels of sport. This shift is not just a result of fan engagement but also growing media presence and the breaking of sponsorship records. As the fan base expands, global brands are increasingly recognizing the commercial potential in women’s sports, with major investments and partnerships flooding in.
In the United States, women’s sports are seeing a parallel rise. Viewership for women’s sports leagues, such as the WNBA, has surged, with a 21% year-over-year increase in regular season viewership and some games drawing over 2.7 million viewers. Advertising investments in women’s sports have also seen a massive boost, with $244 million allocated in 2024 alone, a 139% increase from the previous year. Research indicates that about 30% of U.S. adults now closely follow women’s professional or college sports, further emphasizing the growing fan base. Participation in women’s sports remains strong at the grassroots level, with over 3.3 million girls playing sports in the U.S. and women representing 58% of participants in running events. However, while sports like basketball have seen slight declines in high school participation, the overall trend is one of growth, especially in college sports.
Takeaway:
These trends are not only reshaping how sports are consumed but also driving a deeper cultural shift. Women’s sports are now integral to the global sports landscape. As fan bases continue to grow and brands invest more heavily, women’s sports are poised to become a powerful force in both the entertainment and commercial sectors. This growth represents a unique opportunity for marketers, investors, and stakeholders to engage with an expanding and loyal fan base, capitalizing on the increasing visibility and appeal of women’s sports worldwide.
Sources: Olympics.com, UNwomen.org, Forbes.com , Reuters.com, Reuters.com, Emarketer.com, Ap.org, S&P Global, The Gauntlet, SPglobal, Visua.com, AP News, AP News
Shifting Sports Viewership: The Rise of Streaming and Social Media Alongside Traditional TV
Traditional television still commands a major share of sports viewership, especially for live events and tentpole competitions. Established broadcasters with longstanding rights, such as regional and national sports networks in North America, Europe, and Asia, still drive mass reach for flagship leagues like the NFL, UEFA competitions, and the Olympics.
In recent years, digital streaming is catching up with traditional TV as a primary way people watch sports. Global sports streaming has grown sharply: up to 59% of sports fans in key markets now use Amazon Prime Video for sports content, with younger demographics (Gen Z and Millennials) especially engaged on these platforms. In the United States, the number of viewers streaming sports monthly is projected to rise significantly, estimated at over 90 million in 2025, up from 57 million in 2021, reflecting rapid adoption of direct‑to‑consumer and digital viewing behavior. Overall, digital viewership has reached a tipping point: in late 2024, digital sports consumption surpassed traditional TV viewership for the first time, highlighting how streaming is reshaping the sports media landscape.
Furthermore, social platforms such as Facebook, YouTube, Instagram, and TikTok are no longer peripheral; they are key channels for capturing sports audiences, especially younger fans. Research indicates that 32% of sports fans use social media to watch sports and that up to 43% of Gen Z sports fans use these platforms to engage with live content. Additionally, social media serves as a second screen during live events, enhancing real‑time interaction, highlighting consumption, and broader fan conversation.
Takeaway:
Sports brands, leagues, and teams increasingly use platforms like TikTok and Instagram not just for highlights but for original storytelling, behind‑the‑scenes content, and interactive formats that extend reach beyond traditional viewing windows.
Sources: emarketer.com, PWC, GWI
How Sports Influencers, beyond Professional Athletes, Are Impacting Sports Marketing
Sports influencers today extend far beyond professional athletes. These creators, commentators, and social personalities play a powerful role in how fans consume sports content and how brands engage with audiences. Unlike traditional athlete endorsements, many of these influencers build their own communities and generate engagement through personality‑driven content, lifestyle storytelling, and relatable viewpoints.
One high‑profile example is Katie Feeney, a social media creator with millions of followers who has become a bridge between digital audiences and mainstream sports media. Feeney was hired by ESPN as a sports and lifestyle content creator, producing original content for the network’s digital platforms and appearing on major studio shows. Her role underscores how influential creators are now integral in attracting younger viewers who consume sports differently than previous generations.
Another example comes from the emergence of niche content creators who spotlight sports from unique angles. Monae Hendrickson went viral after documenting her own journey trying out for the U.S. Olympic handball team, despite having no professional background in the sport. Her videos have generated widespread online discussion and have been used to advocate for visibility and access in women’s sports, demonstrating how personal storytelling can expand interest and engagement in lesser‑covered sports.
Beyond individual creators, even seemingly unconventional influencers can have a marketing impact. For instance, Ellie, the mascot for the WNBA’s New York Liberty, has amassed a significant TikTok following and partnered with major lifestyle brands, illustrating how brandable personalities associated with sports franchises can drive engagement and merchandise sales through social platforms.
What unites these influencers is their ability to connect authentically with fans. They produce content that feels personal and immediate, from behind-the-scenes commentary and game-day reactions to lifestyle and trend coverage that intersects with sports culture. Research shows that social media is fast becoming a primary vehicle for fans to follow sports and engage with content outside of traditional broadcasts, making influencer participation a key lever for marketers.
Sources: Greenfly.com, wsj.com, People.com, Awfulannouncing.com
Takeaway:
Distinguish between creators, who produce branded content, and influencers, who build audience trust through endorsements.
Winning Sports Search: Speed, Trust, and AI-Ready Content
Sports search is changing fast: fans no longer type blunt keywords; they ask real-time, conversational questions like “Who scored?” or “Show highlights now.” In this environment, traditional SEO still matters, but GEO (Generative Engine Optimization) is the next step: optimizing content so AI systems can confidently pull your information and present it as the answer. The goal for sports marketers is to be the trusted, quotable source in these high-intent “micro-moments,” when attention and demand peak.
To compete, the priorities are clear. Speed and accuracy are non-negotiable; brands need workflows that publish updates quickly while verifying facts because delays and errors erode trust. Trust signals matter just as much: visible timestamps, clear sourcing, and authoritative authorship help both users and AI models judge reliability. Content also needs to be concise and quotable, with short factual summaries that can be lifted cleanly into AI responses. Underpinning all of this is structured data (such as schema/JSON-LD) for fixtures, line-ups, scores, and stats, so machines can interpret information without ambiguity. Finally, sports brands should invest in evergreen explainers and FAQs rules, formats, player bios, and recurring questions because these queries repeat all year and consistently attract search demand.
This shift is ultimately about fan experience. Audiences increasingly expect instant, digital-first information layered on top of live viewing: stats, clips, ticket links, context, and storylines delivered immediately. Brands that prepare for these moments with clean structure, fast publishing, and dependable verification will show up more often both in traditional search features and in AI-generated answers. The message is simple: in a world moving from links to answers, sports marketers win by being the answer ie clear, factual, fast, and trusted – just at the moment when fans care most.
Source: Accuracast
Takeaway:
From an operations point of view brands must be set up for rapid responses to answer queries in the moment and content that is concise, factual and can rapidly be produced for LLM AI responses.
The IPL as a digital marketing engine: what the latest viewership data shows
The IPL has become one of the most powerful “digital attention aggregators” in sport. The league combines massive reach with intense, real-time peaks and measurable engagement across mobile, connected TV, and social.
A recent benchmark from JioStar and Media Partners Asia (the TATA IPL 2025: A Year of Firsts report) shows that digital channels are now the main scale driver, with 1.19B total reach and 652M reached on digital versus 537M on TV. The last IPL tournament delivered 514B minutes of watch time and 55.2M peak concurrency, a critical metric because it captures how many people are watching simultaneously.
This is exactly the “high-attention” window advertisers aim to dominate with their media. Platform-wise, IPL 2025 reached 235M viewers on Connected TV and 417M on mobile, enabling a clear funnel split: CTV is ideal for high-impact storytelling and share-of-voice, while mobile is typically where performance actions, i.e., installs, leads, and purchases, are easiest to drive and measure.
Importantly, IPL’s scale isn’t just passive viewing; it comes with behaviors marketers can build into campaign design. The same report highlights that 30% of mobile viewers used MaxView (a mobile-first format), 44% engaged with a play-along feature, and the season generated 3.83B social interactions. Together, these signal strong second-screen and interactive potential, ideal for QR-led journeys, app-download CTAs, promo codes, and retargeting audiences built during live matches.
This dynamic is already visible in how brands activate around the IPL. For example, Royal Challengers Bengaluru partnered with Nothing as a title sponsor for the 2026 season, while Swiggy ran a smart, real-time promotion during IPL 2025, offering users 66% off whenever a “six” was hit. Activations like these show how IPL sponsorship can move beyond logo visibility: by tying offers to live match moments, brands can tap into peak fan emotion, drive immediate action, and convert attention into measurable outcomes.
The IPL’s moment-marketing value is clearest during the final, when attention becomes even more concentrated. The Economic Times reported that the IPL 2025 final on JioHotstar generated 892M video views, 55M peak concurrency, and 16.74B minutes of watch time, with 31.7B minutes across JioStar platforms overall. For marketers, that level of simultaneous viewing functions like a “live roadblock’ inventory tightens, focus intensifies, and well-timed creative can trigger outsized spikes in search, social conversation, and downstream conversions.
If you want to see why sporting moments are important for mobile marketers, take the T20 World Cup and the IPL in India as examples. During these events, millions of fans are watching, chatting, ordering, and shopping on their phones at the same time.
The T20’s fast-paced format, especially during the IPL final, gives brands something rare today: a predictable schedule of big audience spikes, where mobile phones become the main way fans connect with the game.
The brands that succeed during these times do more than just buy reach. They create campaigns around key match moments, leverage more niche segments, like specific teams’ fandoms, for example, ensure their mobile experiences are quick and smooth, and have clear plans to reconnect with users after the event ends.
If you see T20 and the IPL main event as the beginning of a relationship, not just a short campaign, you can turn those spikes in installs, orders, and searches into long-term growth for your brand.
Partha Sharma, Country Director, India
Takeaway:
Overall, the latest data reinforces a simple point: IPL is no longer just a broadcast property. It’s a full-scale digital marketing environment built for reach, intensity, and action. Brands that pair these spikes of attention with context-aware creative and clear next-step CTAs can translate match-day momentum into tangible results. From awareness lift and app growth to conversion surges, all within a highly compressed window of fan focus.
Sources: Economic Times, Jiostar, mCanvas, Nothing Community
Sports Calendar for key sporting events
| Year | Event | Sport | Dates | Source |
|---|---|---|---|---|
| 2026 | FIFA Men’s World Cup | Football (Soccer) | 11 Jun – 19 Jul 2026 | (FIFA) |
| 2026 | Winter Olympics | Multi‑sport | 6 Feb – 22 Feb 2026 | (ESPN) |
| 2026 | Winter Paralympics | Multi‑sport | 6 Mar – 15 Mar 2026 | (ESPN) |
| 2026 | ICC Men’s T20 World Cup | Cricket | 7 Feb – 8 Mar 2026 | (DreamSetGo) |
| 2026 | World Baseball Classic | Baseball | 5 Mar – 17 Mar 2026 | (Esports Insider) |
| 2026 | Australian Open | Tennis (Grand Slam) | 18 Jan – 1 Feb 2026 | (Enetpulse) |
| 2026 | French Open (Roland‑Garros) | Tennis (Grand Slam) | 24 May – 7 Jun 2026 | (Enetpulse) |
| 2026 | Wimbledon | Tennis (Grand Slam) | 29 Jun – 12 Jul 2026 | (Enetpulse) |
| 2026 | US Open (Tennis) | Tennis (Grand Slam) | 31 Aug – 13 Sep 2026 | (Enetpulse) |
| 2027 | FIFA Women’s World Cup | Football (Soccer) | 24 Jun – 25 Jul 2027 | (Reuters) |
| 2028 | Summer Olympics | Multi‑sport | 14 Jul – 30 Jul 2028 | (Olympics) |
| 2028 | Olympic Football (Soccer) | Football | Jul 2028 | (Reuters) |
| 2028 | World Cup of Hockey | Ice Hockey | Feb 2028 (TBC) | (Reuters) |
| 2028 | UEFA European Championship (Euro 2028) | Football | Jun – Jul 2028 | (The Scottish Sun) |
How can non-sponsor brands activate around the World Cup to drive impact?
There are huge opportunities for brands that can capture the excitement of the World Cup. Realistically, the vast majority of people won’t actually be able to attend a game live. Brands should think laterally about how to capture attention creatively to build emotional connections and memories.
For example, food delivery and sports betting apps should be right at the heart of the action on game day. It’s the perfect chance to capture attention and turn it into immediate sales and long-term customers.
Building an experiential element into campaigns will also help to build emotional connections. For example, hosting ‘fan events’ in the run-up to the tournament will give an opportunity for already loyal customers, and new customers, the chance to really experience what your brand offers.
How can marketers harness sporting moments?
Localization
For the 2026 World Cup, M+C Saatchi Performance is testing multiple creative iterations, including English, Spanish, and “Spanglish” versions designed to better engage Hispanic communities. It is important to recognize that these audiences are not faceless or monolithic. Diversifying messages through multiple creative iterations is, therefore, key to campaign success.
Localization supports long-term community building and customer loyalty. Bars and restaurants, for example, can leverage experiential or out-of-home activations by positioning themselves as dedicated fan hubs for national teams.
Niche Communities & Influencers
Identify untapped communities, including at the neighborhood level, that may present cost-effective media opportunities. For example, soccer influencers, particularly those with micro or niche followings, can offer potentially strong value for brands willing to test.
Create Experiences
Building an experiential element into campaigns will also help to build emotional connections and fandom. For example, hosting ‘fan events’ in the run-up to the tournament will give loyal and new customers the chance to really experience what your brand offers.
Think Long Term
Ensure there is a long-term plan for your customers after tournaments are over. Once the excitement has died down. Brands that have a roadmap for long-term customer retention will win in the end once the excitement is over.
For example, food delivery apps could plan a roadmap of post-event activity and offers, deals, bundles, or discounts, such as ‘Missing your soccer snack fix? Order your favorite, game-winning snack tonight to relive the excitement of the World Cup.’
Acquisition vs Lifetime Value
Tournaments and match days will enable acquisition, with spikes in installs and engagement. Balance short-term acquisition metrics with long-term behavioral activity to ensure these newly acquired customers do not immediately lapse.
Download the ‘Scoring Big: The World Cup 2026 playbook for marketers’ report, written in partnership with AppsFlyer and Sensor Tower.
Contact us to find out how we help clients capitalize on sporting moments
