Summer of Sports 2026
From the FIFA World Cup to Wimbledon, Tour de France, F1, and beyond - summer 2026 is the biggest attention window of the year. This playbook maps the data, the trends, and the strategy.
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6B
Projected World Cup viewers
40B+
Annual sports hours on YouTube
74%
Sports fans visit YouTube weekly
105M
Digital sports viewers in the US
83%
Second-screen usage during games
What's Inside the Playbook
Every insight is externally sourced. No product pitches — just a strategy framework you can share with your team today.
The Summer Calendar
A heat map of when sports content peaks - World Cup, Wimbledon, Tour de France, F1, The Open, and the Premier League return.
YouTube × Sports
How the FIFA–YouTube deal, plus Wimbledon, F1, and Premier League coverage, make YouTube the centre of summer sports.
Cross-Category Moments
How sports ripple into fashion, food, travel, and tech - and why the smartest buys happen outside sports channels.
Full-Funnel Framework
CTV for awareness, mobile for consideration, cross - platform for conversion. Screen-by-screen strategy with supporting data.
Fan Behaviour Data
83% second-screen usage, 42% TikTok sports fan growth, 67% purchase intent lift - the stats that should shape your plan.
Five Actionable Takeaways
Planning timelines, cross-category targeting, omnichannel strategy, trending moment activation, and brand safety.
Get the Summer of Sports Playbook
Get ahead of the biggest sporting summer in history. Let's build your contextual strategy before kick-off.
