A report from Teads reveals significant opportunities for brands during major sports events
Research from digital advertising specialist Teads explores the advertising opportunities for brands during major sports events in 2026, highlighting fan profiles, viewer habits, and brand engagement strategies.
The study, conducted in partnership with market research platform, Censuswide, involved 9,000 people from the US, Mexico, UK, France, Germany, Italy, Spain, Australia and Japan.
The report concludes that brands that align with big sporting moments become part of the cultural story fans share, making an impact that reaches far beyond the die-hard core fan base.
60% of fans watch a second screen during sports matches, moving between TV, social feeds, updates, and shopping, so say they are more likely to recall and purchase from a brand when they advertise across screens.
The brands that stand out most are ones that pair exclusive value with creative, tournament‑relevant storytelling.
The report shows that younger fans follow sports through highlights, group chats, stats, and social video, keeping sports part of daily culture even when they’re not watching live.
And nearly half (49%) those taking part in the survey are open to learning more about brands they see during major games.
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