53.3% of US digital buyers purchased clothing online in the past 30 days, more than 20 percentage points ahead of the next-closest category, pet products (32.5%), according to a February survey from Bizrate Insights and EMARKETER.
Consumers showed resilience, with spending driven by the FIFA World Cup and higher tax returns.
Campaigns from Coca-Cola and Unilever boosted sales while generating customer insights and brand lift set to outlast the event.
World Cup viewers span every screen: Sports marketers need coordinated TV, streaming, and social campaigns to capture the full audience.
Athletes make Twitch the main event: Unscripted streams deliver trust, urgency, and sponsorship time that standard VOD ads cannot match.
The Carolina Panthers agreement shows established NFL venues remain prized marketing assets.
TikTok partners with NBA and WNBA: Pro basketball content extends the ad window and keeps conversations active beyond live broadcasts.
Telemundo lands UEFA soccer rights: Exclusive rights give advertisers year-round access to Spanish-language soccer audiences beyond marquee tournaments.
Brands can win by focusing on key fan experiences and social-first content.
Brands can gain exposure during high-value sports events without paying steep prices for traditional airtime. This was how Guess Fragrances used data and digital savvy to reach US-based NFL fans during last season’s playoffs. Disney’s asking price for a 30-second Super Bowl ad to run during next year's game is $10 million, per Variety. Meanwhile, sports fans are turning to second screens while watching live sports, creating an opportunity for lower-cost impressions. Nearly 6 in 10 (59%) World Cup fans said they would be watching second screens for FIFA World Cup 2026, per a July 2025 ThinkNow Research survey.
Chipotle turns fan attention into first-party data.
Strong discretionary spending contrasts with weaker grocery demand and high fuel bills.
Telemundo leads Spanish-language World Cup viewership: Spanish-language audiences can’t be ignored but require specific ad strategies.
Nike took advantage of the FIFA World Cup by spotlighting its new, soccer-focused X2 collection through community watch parties and in retail spaces. The effort, which ran through June, shows how retail can expand with targeted experiences that match specific fan interests.
The agency forms an entertainment practice to compete for integrated brand work as rivals broaden their sports and culture capabilities.
Event enthusiasm lifts spending despite inflation and budget pressures.
At $184, the mattress industry's cost per action towers roughly 9x above the next-priciest category, home & garden at $20, according to a March report from impact.com.
Working with the Mavericks can reward customers and build ties beyond brand visibility.
Live sports reward streamers with user acquisition: Exclusive events create can't-miss moments that offer engagement and advertising opportunities.
Amex’s Fanatics events show how experiential sports rewards can give issuers a competitive edge.