Plan your campaigns around the biggest sports events
The 2025–2026 sports event calendar is a goldmine for brands aiming to connect with fans.
We’ll help you navigate the unscripted drama, last-minute victories, and crushing defeats across the globe, from the FIFA World Cup to the Super Bowl, with the goal of creating compelling campaigns that resonate with the most passionate fans.
Let’s work together to make sure your brand is part of the conversation.
Sports event calendar: Where you can capitalise this season
August marks the start of another exciting season of sport, as the hotly anticipated European football and NFL seasons get back underway.
But that’s not all. In 2026, there’s a Winter Olympics and FIFA World Cup to look forward to amongst annual favourites like the Super Bowl, Champions League final, and March Madness which will all have their moment in the spotlight in the sports event calendar.
Men's FIFA World Cup
The FIFA World Cup is the most watched sports event world-wide, with the 2022 final drawing in a record audience of 1.42 billion. The 2026 edition sees the World Cup return to North America in June and July, taking place across the USA, Mexico and Canada. Following hot on the heels of the USA-hosted FIFA Club World Cup in 2025, soccer is building momentum in North America and this event is a huge platform for brands looking to reach sports fans on a global scale.
Super Bowl LX
Another sports event with global popularity is the Super Bowl. As one of the biggest advertising dates on the calendar, this event is unmissable for brands hoping to make a splash in US market as well as other territories like Brazil, the UK, Spain and Germany where the NFL now host regular season games annually. Will the Philadelphia Eagles retain their title in February or will another team rise to the top this season?
European Football
From August to May, the advertising opportunity in European football is huge. 1.87 billion people tuned into last season's Premier League campaign, including 55% of the UK population, and other domestic leagues like La Liga, Serie A and the Bundesliga also pull in huge viewership numbers. The UEFA Champions League also kicks off in September, seeing the biggest teams on the continent go head to head for one of the most prestigious prizes in football.
Winter Olympic Games 2026
Over 2 billion people watched the 2022 Beijing Games, and the total minutes watched on linear TV and digital platforms rose by 18% compared to 2018 (source: BBC) showing an increased appetite for winter sports content. The action returns to Europe in February 2026, hosted in Milan and Cortina in Italy.
Ryder Cup
The battle between the USA and Europe continues this year as the biennial golf event takes place in New York this September. UK broadcaster Sky Sports reported record viewership numbers for the 2023 edition, up 38% on the previous tournament as well as more under 35s tuning into the action.
March Madness
A staple on the US sports event calendar is March Madness, which sees the best US men's and women's college basketball teams go head to head. The NCAA reported a 22% increase in viewership for 2025's Men's Championship Game compared to the previous year.
Customer Stories
Winning teams. Built on Genius.
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Sports partners
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Countries using our tech
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Years working with sports
Sources
FIFA: Global Engagement & Audience Report | Premier League: The 2024/25 Premier League season in numbers | BBC: Winter Olympics: Two billion people watched 2022 Games, says IOC | SportsPro: 2023 Ryder Cup brings in 3.7m viewers to set new viewership record for Sky Sports | NCAA: Record crowds, rising ratings and resurgent champions highlight 2025 NCAA basketball championships
