体育之巅
塑造2026年体育营销的媒体趋势
探索2025年体育粉丝行为趋势及推动行业发展的洞察，助您自信规划体育赞助策略。
Sports fans have all eyes on 2026. This year is shaping up as one of the biggest in global sports viewership and engagement, with Super Bowl LX and the Winter Olympics as the next highly anticipated moments in media. In fact, last year’s Super Bowl LIX drew over 127M viewers, but data from our Tops of Sports report reveals key demographic differences between broadcast and streaming viewers—do you know where your target audiences are?
Fans are also buzzing with excitement around the FIFA World Cup 2026™ where 37% of the general population in the U.S. expect their interest in the sport to increase. In today’s competitive sports sponsorship market, now is the pivotal opportunity for brands and advertisers to plan ahead based on what happens both before and after this year’s upcoming major sporting events.
在我们的《体育焦点》报道中，您将发现：
观众数量与粉丝群体的增长
体育迷群体正在壮大。随着2026年国际足联世界杯™等重大赛事临近，足球在美国的人气持续攀升，目前拥有6200万球迷，成为全球第四大足球迷群体。棒球、高尔夫、篮球和垒球运动也在观众收视率方面取得增长，并不断巩固其粉丝基础。
流媒体影响
流媒体正通过多平台观看改变体育赛事直播格局，并通过触达更广泛受众开辟新的互动渠道。体育纪录片流媒体同样吸引着观众目光，2024年累计观看时长达169.37亿分钟，较2021年增长113%——2025年有望以相近的总时长收官。
赞助价值
体育赞助商在NBA和MLB等联赛中拥有宝贵的曝光机会，2025年将为品牌带来5.15亿美元的媒体价值。随着大谷翔平和洛杉矶道奇队引领的MLB季后赛热潮，品牌获得了触达多元背景球迷的新机遇。
立即启动您的2026战略规划。
