"Next weekend, the Super Bowl and opening ceremonies of the Winter Olympics will kick off a packed season for live sports. Advertisers and media buyers have been investing in these big-ticket events since last summer. But some marketers are thinking beyond February, to June - and amending their contingency plans should political events in the U.S. derail this summer's soccer World Cup."
"There's recent precedent for domestic politics intruding on the sporting calendar. Following the killing of Alex Pretti last weekend (Jan. 24) the NBA match between the Minnesota Timberwolves and the Golden State Warriors was postponed. "There's definitely concern overall," said Adam Schwartz, svp, director of sports media at Horizon Media. That doesn't mean advertisers are yet considering pulling investments or pausing activity planned for the summer. "People are keeping their eyes on it, but it hasn't really affected the advertiser interest at this juncture," added Schwartz."
Next weekend the Super Bowl and Winter Olympics opening ceremonies will begin a busy live sports season. Advertisers and media buyers have been investing in major events since last summer. Some marketers are extending planning toward June and adjusting contingency plans in case U.S. political events disrupt the summer World Cup. Clients are asking whether geopolitical tensions or federal immigration enforcement could collide with the tournament and affect media buys and marketing plans. Domestic politics have already interrupted sports, including the postponement of an NBA game after the killing of Alex Pretti. Advertiser interest remains under observation but has not yet led to widespread pullbacks. IAB forecasts project ad spend growth to 9.5% in 2026, with much investment focused on television.
Read at Digiday
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