Sports are an open arena for all brands, beyond the usual advertisers in CPG and sports apparel categories. New research from Teads reveals the opportunity for advertisers to capitalise on sports viewing to deliver effective campaigns in 2026.
The research reveals 48% of sports fans are willing to learn more about brands they see advertised when viewing sports moments. While an additional 47% are open to brands they haven’t tried before. These statistics are even more prominent among Gen Z (+4%) and Millennials (+19%), spotlighting the opportunity for brands to capture attention in this market.
To win fans over, the research found 41% of viewers are likely to be influenced if a brand’s advertising is next to sports or event-related content. This grows by 10% for Gen Z audiences and 19% for millennial audiences, with super fans 28% more likely to be influenced by relevant placements.
The omnichannel opportunity
The digital extension of sports moments has also brought about an important “multi-touch” journey across devices. While CTV is growing on linear TV, the research shows that the majority of fans (57%) are often using multiple screens while watching the games (second-screening), with a further 20% sharing they’re very often second-screening during games. This is even stronger among Gen Z and Millennials (+13%), a key audience group across verticals.
The shopping window is considerable, with 31% saying they shop online during sports-related tournaments and 22% saying they buy products related to the event. The research reveals there are opportunities for brands to use different formats across different platforms across the open internet, with CTV (25%), sports sites (27%), and news sites (24%) ranking within the top 5 places that brand discovery happens in connection with sports moments for viewers, coming in ahead of social media (22%). In addition to this, when asked, respondents shared they’re more likely to trust ads on sports sites (47%) and online news environments (46%) over social media (37%).
The findings show that payoff for an omnichannel strategy could be substantial, as 42% of fans say advertising across multiple screens leads to an increase in brand recall, and 46% say it increases their chances to purchase from that brand. For Millennials, that purchase intent jumps even higher to 61%, highlighting the effectiveness of a unified omnichannel presence for driving outcomes.
Babs Sotande-Peters, Data & Measurements Lead, Teads, “Sport moments no longer start and end when the game does. Today’s ‘open arena’ is the digital extension of major live sports – a space that keeps the game going before, during, and after every match. It’s where fan engagement flows across screens and channels throughout an entire tournament, turning themes, highlights, and cultural moments into relevant opportunities for brand connection.”
“Brands now have the opportunity to tap into one of media’s highest attention surges, using the different devices and formats that fans engage with. The research shows that connecting sports moments with advertising leads to tangible business outcomes.”
Sam Maloney, Commercial Director, UK, Teads, “Advertising around sports moments is not a niche opportunity, it’s mainstream both in terms of culture and brand growth. Major tournaments attract every kind of viewer, from lifelong supporters to casual fans, drawn by the shared sense of excitement and entertainment. For younger audiences, especially, the appeal lies in the complete experience shared moments with family and friends, live betting or fantasy leagues, commercials, etc., that drive emotional connection beyond the game itself. The opportunity for brands is there; it’s now time to seize it.”
For more information and to download the full report, visit here.
The convergence of tech and brands 