Tag: Sports + Entertainment

The definition of an NFL fan has changed, and so has the map of where fans are actually watching.

Fostering kids’ development through youth sports teaches them empathy, leadership, goal orientation and so much more. But unfortunately 70% of kids abandon youth sports by age 13. …

The most successful campaigns will consider how fans move through their day, where they gather, what information they’re looking for, and how brands can contribute to those experiences in ways that feel authentic rather than intrusive.

Here’s what I learned from watching and engaging with the content across screens, channels, and platforms during the 2026 FIFA World Cup:

Spain won the World Cup, but underdogs found the media nobody else thought to buy.

Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.

Major events are often treated as traffic spikes, but for publishers, they’re also important stress tests for how well a publisher’s monetisation set-up actually works under pressure.

Audiences want to hear stories that feel human first and commercial second.

Keep an eye on continued viewership for the World Cup games, even with the US out of the tourney. Brands may be on the precipice of a new wave of American enthusiasm, and getting in on the ground floor to develop consumer relationships is only going to get harder from here on. 

By Dave Helmreich, CEO, TripleLift Every World Cup cycle sparks the same conversation: which brands secured official sponsorship and which were priced out. But that framing is increasingly outdated. With the 2026 FIFA World Cup expected to generate billions in global advertising spend and attract an estimated audience of more than five billion viewers across platforms, the tournament has evolved…

As the World Cup brings together fans from every corner of the globe, it highlights the fact that the rules may be shared, but the expression of the game reflects culture, history, and identity. You can see it in the way teams move and celebrate.

As FIFA prepares to welcome the world to North America next summer, Maple, Zayu, and Clutch offer an early glimpse into how the organization plans to market the largest World Cup in history.

At a time when brands are searching for new ways to break through fragmented media environments and shrinking attention spans, Formula 1 offers a compelling reminder that the most valuable marketing asset may not be a platform.

Live Matches, Pregame Shows, Daily Highlights and Premium Shoulder Programming with Sports Wall Activations Planned in FIFA World Cup 2026™ Host City Airports

For decades, soccer in North America occupied an unusual position. It was undeniably popular among participants yet the sport often remained on the periphery of mainstream cultural conversation.

In an era where brands and agencies are under increasing pressure to prove social impact isn’t just performative, partnerships that combine community, culture and long-term commitment are beginning to stand out from the noise.

The audience is guaranteed. The revenue is not.

If there is one lesson I’ve learned running multiple ad campaigns in FIFA World Cups and UEFA European Championships is that it’s important to advertise early.

With the FIFA World Cup less than six months away, are your advertising and marketing plans set?