The news: The NFL may dominate sports viewership, but brands are tuning into sports with smaller, but highly engaged, audiences.

• As the 2026 World Cup gains international attention, advertisers are recognizing the value of soccer: A Harris Poll report found that 70% of soccer fans are more excited for the World Cup because it will be hosted in North America.
• The event represents a prime opportunity for brands, with over half of fans paying attention to brands that sponsor teams and events and 55% being more likely to purchase from brands that support their favorite team or athlete.
• Beyond soccer, women’s sports is gaining momentum as a critical ad opportunity. WNBA team deals have increased 52% in two years, per SponsorUnited, with brands spending a total of $76 million on team sponsorships in the 2024 season.
• Harris Poll notes a similar surge: Women’s soccer is driving engagement among key audiences, with one-third of women and girl fans identifying as “obsessed” or “dedicated.”

Zooming out: While brands have historically placed emphasis on tentpole events like the Super Bowl, smaller events hold mass potential.

• Soccer drives high engagement. While just over one-quarter of the US population identifies as soccer fans, advertisers looking to reach an international audience have a major opportunity: For instance, 56% of the UK population, 55% of India’s population, 59% of Spain’s population, and a massive 75% of Saudi Arabia’s population identifies as soccer fans.
• With the World Cup set to be held in North America, interest is likely to surge in the US—boosting soccer’s cultural relevance in a key market and unlocking major ad moments.
• Women’s sports also represents a critical opportunity. Women’s sports ads drive 40% more engagement than primetime TV, per data from EDO, representing a 56% YoY growth in effectiveness and highlighting the category’s current momentum.