Whether the announcement of Michael Jordan’s involvement in the return of NBA on NBC for the upcoming season invoked nostalgic recollections of the 1990s, or you were able to endure the Broadway-style meanderings of the Peyton and Eli Manning sales pitch, one thing from the 2025 upfronts was clear: sports will be a driving force in media for 2026.
(I’m still humming the “Roundball Rock” theme in my head…as is every 90s kid)
With the upcoming Milano Cortina Winter Olympics in Italy, North America’s multi-city hosting of the FIFA World Cup and the continued growth of engagement with women’s sports (both collegiate and professional), broadcasters are all in on the opportunity to align brands with content in new and exciting ways in the new year. There will be several considerations that will be critical to success in navigating this landscape, including:
The evolution of sports content delivery
Sports content continues to be on the cutting edge of the ongoing migration from linear-centric video delivery to a more agile, digital-first approach. While 23% of sports fans in a Hub Entertainment survey last year indicated that streaming was their first stop for their sports content, that number increased to 30% this year — essentially tied with cable (31%) and broadcast (29%) formats.
Publishers are advancing the offerings, too. ESPN, for example, has put significant hype behind the launch of their new direct-to-consumer streaming service that Disney believes will “redefine our business.” Electing to call it “ESPN” …the classically named service looks to combine a live portfolio of more than 47,000 annual events with expansive elements such as the ability to curate custom versions of content, ESPN bet and other one-stop conveniences.
Winning viewership and global fan engagement
The variety of sporting events being held in 2026 will provide global exposure to perhaps the widest breadth of audiences in recent memory. As women’s sports continue gaining momentum, many of the traditional assumptions no longer hold up. For example, according to a recent Nielsen report, 43% of women’s sports fans are younger males. Additionally, a surprising 74% of women’s sports fans are the primary income earners in their household, as compared to 70% of the audience that represents fans of men’s sports. The growth of the WNBA, NCAA basketball and new leagues like Unrivaled are providing access to highly engaged audiences.
Additionally, the international spectacle that the Olympics and World Cup provide are, on their own, among the most recognizable and passionate events in the world. Combined, there will be the opportunity to reach global fan bases in some of the most magnetic experiences in the sports marketing arena. With World Cup games being hosted in the United States, Canada and Mexico, marketers will have the opportunity to leverage not only the global experience in their “backyard” across North America, but also reach audiences that are tuning in to cheer for their favorite teams — from Japan to France, and all across the globe.
Playing smarter in the sports marketing ecosystem
Not only are broadcasters leaning into the sports marketplace for 2026, but marketers can activate on a wide variety of levers to support their media investments. Among these are:
It’s game time for sports in 2026. The intersection of amazing events, massive investments from publishers and evolving consumption patterns have created an opportunity for brands to be specific and intentional with their sports media budgets entering the new year. Adapt to the digital delivery, be intentional with audiences and get your foam fingers (and popcorn) ready for a big year ahead!
