From the first whistle to the final lap, few things command attention like live sports. After a record‑breaking 2025, where viewership soared across global tournaments and streaming reshaped fan behaviour, 2026 is gearing up to be even bigger for media teams. For brands and media planners, major events this year bring both competition and opportunity – demanding smarter, faster, and more connected media plans than ever before.

In this issue, we outline what’s driving the sports media boom, evolving fan behaviour across platforms, and the key sporting moments every media planner should already have marked.

The Sports Media Moment

According to Nielsen and WPP Media forecasts, global ad revenue will grow nearly 9% in 2026, fuelled by smarter reinvestment, AI-enabled targeting, and the cultural relevance only live events deliver. Sports remain central to this growth, translating into more premium live inventory, stronger cross‑screen packages, and new ways to prove sports’ value within the overall AV plan.

Viewership on both traditional and digital channels continues to rise. Streaming platforms like Apple TV+, Tubi, and Peacock (NBCUniversal) are expanding access, and hybrid broadcasting (linear plus streaming) is now a proven tactic.

Nielsen - National Television Panel (NBC), Streaming Platform Ratings (Peacock)

Fox's decision to simulcast the Super Bowl on free streaming last year created a complementary, younger audience, which is a reminder that exclusivity isn’t always the strongest play.

Nielsen - National Panel and Streaming Platform Ratings, Tubi audience composition includes total Tubi usage, not just Super Bowl viewing

Fan consumption has changed the most. Viewers are no longer single-screen spectators; they’re multi-screen participants, shopping, commenting, clipping highlights, and joining online communities live. This fragmented attention demands media plans built for adaptability, able to shift budgets between TV, CTV, and digital environments as fast as audiences move.

Lessons from 2025: The Playbook Evolves

Several clear takeaways from 2025’s sports season are shaping marketing priorities this year:

Broader fandoms - Sports are attracting more diverse audiences. Events like the FIFA Women's World Cup and cross-continental leagues sparked record female viewership and younger demographics across digital platforms.
Streaming sustains engagement - Content like Drive to Survive has proven that long-tail storytelling sustains fan interest well beyond match day. Total viewing for sports documentaries quadrupled between 2021 and 2024 and continues to grow.

Streaming Content Ratings, 2025 through September - Nielsen Fan Insights

Authenticity beats extravagance - Viral moments like Oreo’s “Dunk in the Dark” show adaptive creativity outperforms big‑budget broadcasts when it captures culture in real time.
Context beats cookies - As privacy evolves, contextual targeting, using topic and sentiment to align ads with relevant content, is emerging as the new MVP for live event activation.

This requires an ecosystem mindset, synchronizing creative, digital, and social activations around shared fan energy.

Major Events to Prepare For in 2026

Below are tournaments and leagues set to dominate screens, streams, and social, ranked roughly by global fandom and media weight.

1. FIFA World Cup 2026 – The Global Stage

Hosted across the U.S., Canada, and Mexico, with 48 teams and nearly 100 matches, the World Cup’s scale is unmatched. Nielsen reports 37% of U.S. audiences plan to increase their soccer interest ahead of the tournament.

Nielsen - National TV Ratings, live+SD, big data + panel for 2025, panel-only for the prior years. Includes both English and Spanish language coverage

The event offers unrivalled reach, but success hinges on synchronization:

Align storytelling with regional pride.
Use contextual triggers around match moments.
Extend through watch parties, fan challenges, and social participation.

FIFA World Cup 2026 isn’t just about football; it’s about belonging. Brands that build cultural connection through digital storytelling will secure lasting loyalty.

2. UEFA Champions League – Europe’s Narrative Powerhouse

UEFA Champions League delivers consistent global storylines and year‑round engagement, with expanding followings in MENA and Asia.

Expect a heavier streaming presence as Amazon and DAZN scale coverage. Cross‑channel continuity (OTT, social, retail) now drives ROI—what happens between games matters as much as the broadcast.

3. Formula 1 Season – Speed Meets Sponsorship Innovation

F1’s entertainment identity keeps growing, propelled by streaming hits, celebrity ownership, and Apple’s blockbuster F1 film. The 2026 season adds new sponsorships, notably Visit Qatar with Audi Revolut F1 Team —amplifying travel and lifestyle branding.

Key plays:

Target F1’s tech‑savvy audiences with data‑led, context‑aligned placements.
Phase TV, CTV, and digital buys around race weeks using publisher bundles.
Extend reach via social creators and commentary to capture younger fans who follow clips over full races.

F1 offers a stylish, tech-forward platform to reach high-value audiences and showcase innovation.

4. T20 World Cup – Cricket’s Fastest-Growing Stage

Hosted jointly by India and Sri Lanka this year, the ICC Men's T20 World Cup 2026 is expected to break streaming and mobile viewership records. Cricket’s rapid-fire T20 format appeals strongly to younger audiences, making it a fertile territory for interactive and immersive advertising.

Media teams can expect record engagement from regional fan bases across South Asia, the UK, and the Middle East. Short match formats and mobile streaming make T20 ideal for in-app video, sports clips, and programmatic placements that follow fans across news, score apps, and social.

5. The Golf Majors – Tradition Meets Tech

Golf is enjoying a cultural and digital comeback. 2025’s data showed a 10% rise in PGA viewership and surging fan engagement through interactive leagues like TGL. The 2026 lineup— The Masters, PGA TOUR, U.S. Open, and The Open Championship—will continue this momentum.

Nielsen Fan Insights, June 2024 - June 2025

Nielsen National TV Ratings, Live +SD, Big Data + Panel

Connected-screen advertising, live leaderboards, and data‑driven storytelling offer a modern canvas for legacy brands. Golf audiences skew more sponsor-receptive than other sports — an ideal environment for financial, luxury, auto, and sustainability-focused partnerships.

6. Tennis Grand Slams – The Season of Stars

With the Australian Open complete, focus shifts to Wimbledon and the U.S. Open, which deliver high‑income audiences and daytime reach across TV and CTV. Wimbledon retains unmatched prestige, while the U.S. Open leads digital innovation with live engagement tools and behind‑the‑scenes streaming.

The Future of the Sports Media Market

As competition intensifies, sports remain streaming’s key differentiator. Over 1.1 billion global subscribers now engage with sports content. Emerging markets in Asia and Africa are expanding media value pools projected to exceed $10 billion by decade’s end. New tech, from AR to interactive commerce, is redefining fan experiences. Every live moment can double as a conversion opportunity when paired with experience-led storytelling.

The 2026 Game Plan

For brands, 2026 demands campaigns balancing scale and personal relevance. Build authentic partnerships that reflect values and reach diverse fans. Use influencers, live commentary, and user‑generated content to drive ongoing conversation—not one‑off ads.

For media agencies, precision is paramount. Integrate analytics with creative for accountable reach, pairing contextual targeting with adaptive buys to capture real‑time relevance. Live sport still leads all genres for attention—but only holistic, cross‑platform planning will sustain it.

Wherever fans go in 2026, your brand can follow with the right message at the right moment. At The Vantage, we help media teams turn major events into measurable reach and results. Connect with us to make 2026 your standout year in sports media.

2026 Sports Events Your Media Plan Can’t Ignore