2026 will be a massive year in sports, offering advertisers abundant opportunities to reach viewers across global tentpole events and ongoing league seasons. Major events include the 2026 FIFA World Cup and the 2026 Winter Olympics. Year-round properties include NFL, college football and basketball, NBA/WNBA, MLB, NHL, NASCAR, Formula 1, the PGA, horse racing and NCAA wrestling. Live sports deliver concentrated audiences and high engagement, driving demand for premium inventory across linear and streaming platforms. Advertisers will need integrated cross-platform strategies, reliable measurement, targeted creative, sponsorships, and rights negotiations to maximize reach, frequency, and fan affinity during peak sports moments.
2026 will be a massive year in sports, and the race is on for advertisers to reach sports viewers.
There's no shortage of sports programming options, with everything from major global tentpole events like the 2026 FIFA World Cup and the 2026 Winter Olympics to nonstop NFL action, college football and basketball, NBA/WNBA, MLB, NHL, NASCAR, Formula 1, the PGA, horse racing and even NCAA Wrestling.
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