The World Cup remains one of the globe’s most popular sporting events. While US interest in the quadrennial event has historically lagged other countries, it may be inching up due to hosting duties—but not dramatically. TV will dominate US viewing habits, and host cities stand to benefit from fans.
On today’s podcast episode, we discuss what’s been driving Formula One’s growth in America, whether F1 has finally broken through in the US or if we’re in a temporary hype cycle, and what brands get from the sport that they can’t get anywhere else. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analysts Ross Benes and Blake Droesch. Listen everywhere, and watch on YouTube and Spotify.
AI brands’ new playbook: Bypassing marketing channels and seeking premium sports partnerships help secure the C-suite’s attention and fan loyalty.
College sponsors outscore Super Bowl ads, delivering recall near SB leaders at lower cost.
45% of March Madness viewers skip the regular season, yet 9.4 million watched tournament games in 2025—unlocking reach on TV and streaming.
GenAI fuels campaigns and live offers, syncing content creation with fan moments.
All three expect robust growth this year as increased relevance translates into higher sales.
On today’s podcast episode, we discuss advertising around the 2026 Winter Olympics: how marketers tackled fragmentation across media channels, how creators were used by Olympic broadcaster NBCUniversal, and which campaign was the best — and why. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst and Editor Peter Allen Clark and Senior Director of Content Jeremy Goldman. Listen everywhere, and watch on YouTube and Spotify.
Esports and gaming creators represent two distinct but overlapping opportunities for marketers seeking to reach engaged audiences.
A new partnership combined with TikTok's short-form clips and creators help brands reach mobile-first sports fans beyond game day.
On today’s podcast episode, we discuss the run-up to the Super Bowl: how brands can stand out during the big game, what galvanizes people around this cultural moment, and how brands should be measuring success. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Senior Analyst Blake Droesch, and Vice President of Content Paul Verna.
Milano Cortina delivered the strongest Winter Olympics viewership in over a decade across streaming and linear TV, proving the value of live sports.
For the Winter Olympics, NBCUniversal paired broadcast scale with streaming, CTV, and creator integrations to drive monetization in a major way.
Streaming sports programs soared 52% YoY in Q1 2026, forcing brands to chase growth beyond linear with balanced media planning.
Sneaker fans experienced a full-court press at the NBA’s All-Star weekend in Los Angeles this month. Nike's Jordan Brand unleashed a series of activations throughout the city, putting in action a playbook for marketers looking to make a real-world impact on brand enthusiasts.
67% of top sports podcast shows are for niche sports, where high engagement, loyal fans, and off-season spikes lift ROI.