Brands can gain exposure during high-value sports events without paying steep prices for traditional airtime. This was how Guess Fragrances used data and digital savvy to reach US-based NFL fans during last season’s playoffs. Disney’s asking price for a 30-second Super Bowl ad to run during next year's game is $10 million, per Variety. Meanwhile, sports fans are turning to second screens while watching live sports, creating an opportunity for lower-cost impressions. Nearly 6 in 10 (59%) World Cup fans said they would be watching second screens for FIFA World Cup 2026, per a July 2025 ThinkNow Research survey.
Chipotle turns fan attention into first-party data.
Strong discretionary spending contrasts with weaker grocery demand and high fuel bills.
Telemundo leads Spanish-language World Cup viewership: Spanish-language audiences can’t be ignored but require specific ad strategies.
Nike took advantage of the FIFA World Cup by spotlighting its new, soccer-focused X2 collection through community watch parties and in retail spaces. The effort, which ran through June, shows how retail can expand with targeted experiences that match specific fan interests.
The agency forms an entertainment practice to compete for integrated brand work as rivals broaden their sports and culture capabilities.
Event enthusiasm lifts spending despite inflation and budget pressures.
At $184, the mattress industry's cost per action towers roughly 9x above the next-priciest category, home & garden at $20, according to a March report from impact.com.
Working with the Mavericks can reward customers and build ties beyond brand visibility.
Live sports reward streamers with user acquisition: Exclusive events create can't-miss moments that offer engagement and advertising opportunities.
Amex’s Fanatics events show how experiential sports rewards can give issuers a competitive edge.
This reflects healthcare’s broader expansion into sports marketing as brands seek to connect with younger, diverse audiences.
Brands are adjusting to a different setting for this year's FIFA World Cup, as fans of the tournament, which runs through July 19, follow the action on a highly fragmented array of channels, forcing brands to come up with creative ways to engage them. “Hosting the tournament in North America, specifically in the States, is pulling fans decisively off traditional broadcast and into digital and connected TV (CTV) to follow along,” said Rod Paolucci, global head of marketing at Channel Factory. In addition to streaming the games on a big screen, many viewers will be checking social media and other feeds on a mobile second screen.
FIFA rights draw bidders: Netflix, Disney, and YouTube weigh $1.5B+ World Cup bids as tougher US kickoff times cloud the investment.
The bank turned a costly deal into a year-long engagement opportunity, offering banks a playbook for brand equity.
Soccer Shots, an organization of youth soccer clinics at schools and public spaces in the US and Canada, is giving brands an opportunity to build relationships with new and experienced sports families. National and global brands are connecting with Soccer Shots families on the web, and with the orange Soccer Shots jersey that arrives in the mail. Organizations like Soccer Shots are a way for brands to gain a presence in front of sports parents that is very favorable to businesses that support their children’s athletics.
World Cup draws record US audiences: US-Belgium set a 42 million viewer soccer record, reinforcing live sports as a rare source of mass reach for brands.
Tools and home improvement delivered the strongest ad returns of any industry at $4.56 for every dollar spent in Q4 2025, nearly 2.5x the return clothing, shoes & jewelry advertisers saw ($1.86), according to a Q4 2025 report from SellMetric.
Creator content rewrites World Cup viewing: Livestreams beat TV for many fans, giving brands new ad paths as media rights steer where audiences watch.
Health and beauty AOV fell 7.8% YoY to $62.26 in March 2026, the only industry to decline while eight other categories posted gains, according to a March report from impact.com.