4. Brands and Tentpole Events

Click "read on" for more about the role of brands in sports and which tentpole events they want to watch.

FIFA World Cup dominates spontaneous awareness worldwide, both as top-of-mind (27%) and across all mentions (39%).

Q: Can you name some major sporting events that you are aware of taking place in 2026? By major sporting event we mean a sporting event that goes beyond a regular game or match and creates broader cultural, commercial, and media impact. These events typically attract a large global audience with significant TV, streaming, and social coverage.

Q: Which, if any, of the following major sporting events did you watch or do you plan to attend or watch in 2026? n=8,259

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Global tentpole events lead aided awareness.

Q: Which, if any, of the following major sporting events did you watch or do you plan to attend or watch in 2026? n=8,259

Top-of-mind awareness also reflects local sporting relevance.

Q: Which, if any, of the following major sporting events did you watch or do you plan to attend or watch in 2026? n=8,259

Still years away, 58% of global consumers say they’re likely to watch some of the Summer Olympic Games.

Q: Thinking about the LA 2028 Summer Olympic Games, which of the following statements apply to you? n=8,259

Over half of consumers have a positive impression of brands involved in or sponsoring sports, jumping to nearly three-quarters for Sports Attenders.

Q: In general, how do you feel when you see a brand advertised during a major sporting event? n=8,259

Globally, consumers generally have a positive impression when brands are involved in sports.

Q: How much do you agree or disagree? n=8,259