2026 world cup Trends & Statistics
Live sports rights heat up as audiences and ad impressions surge
Live sports keep delivering: But record audiences and billions of ad impressions are making premium rights harder to secure—and costlier.
Brands turn to soccer and women’s sports as key ad opportunities
The news: The NFL may dominate sports viewership, but brands are also tuning into sports with smaller, but highly engaged, audiences. 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. Beyond soccer, women’s sports is gaining momentum as a critical ad opportunity. WNBA team deals have increased 52% in two years, per SponsorUnited. Our take: Advertisers looking to reach tuned-in audiences at a lower cost of entry should view sports advertising opportunities like soccer and women’s sports as critical investments, not a last resort.
Powerful data and analysis on nearly every digital topic.
Become a ClientWant more marketing insights?
Sign up for EMARKETER Daily, our free newsletter.
Thanks for signing up for our newsletter!
You can read recent articles from EMARKETER here.- Learn about what technologies are transforming your industry
- Gain exclusive perspectives from top industry leaders
- Access thousands of data sets and forecasts via our iconic charts