The outdoor advertising impact around sporting occasions
A case study on Out of Home sports advertising.
It's a Question of Sport
Summer has arrived, bringing with it a variety of sporting occasions that will capture the nation's attention. Through the power of Out of Home (OOH) advertising, brands can connect with audiences on a deeper level, aligning with the core values of these events to create lasting connections with fans.
Develop a winning strategy
The impact of sports is truly remarkable and regardless of the season or year, there's always at least one major sporting event captivating the nation. From the thunderous roars of football stadiums and the sleek speedways of Formula 1 to the awe-inspiring feats of Olympic athleticism, sports have become an integral part of our lives. And now your brand can step into the arena.
By choosing to advertise OOH during major sporting events, your brand is not just making the right choice; it’s making a winning play.
So, to the question of sport… Why?
The popularity of sports knows no bounds. Sporting tournaments have spent years, or even generations building a legacy of unique traits and forming an unwavering relationship with their loyal fans. All this hard work forms the foundation of their own DNA and identity. When brands connect themselves to these sporting events, they can borrow the events’ iconic traits and integrate them into their own brand identity.
84%
of the UK watched sport on TV
*BBC
OOH x Sporting Events
As we dive into the Question of Sport, our research looks to prove that OOH is an effective tool for branding and activation. Taking a glance back at two sporting occasions (Wimbledon and FIFA's Women's World Cup), we analyse the effects brands are rewarded with by aligning themselves with these events' iconic reputations. Brands are scoring big, becoming fan favourites, and influencing real time decisions.
Scoring Big
Every sporting event embodies a distinctive set of values that are unique and are part of their DNA. By capturing the spirit of these events in their advertising, brands can lean on their reputable values to transform consumer perceptions of their brand.
Our study explored how brands that advertised around Wimbledon and the Women's World Cup were able to piggyback on these events, adopting and integrating the event's values into their own identity.
Sporting associations
Let’s take a closer look at the top 5 core values and associations for both Wimbledon and the Women’s World Cup.
Fan Favourites
Inheriting the positive brand identity of an event has a ripple effect, increasing your brand liking. Having seen OOH sports advertising, respondents demonstrated a favourable shift in brand perceptions and increased affinity among audiences.
Game-time Decisions
When audiences can experience an authentic bond with your brand's values, this is a key driver in increasing brand usage. Also, a powerful activation tool, OOH can add another immersive element during these exciting occasions. Surrounded by compelling posters, consumers are motivated to embrace your brands exclusively during tournament periods.
Moments Calendar 2026
In sport, timing wins, and its no different for Out of Home. That’s why we’ve mapped out every key moment of the year into one simple Moments Calendar, helping you plan around when audiences are out shopping, commuting and socialising across the UK.
From sporting, retail, and cultural occasions to the Oscars, headline festivals and all the tactical opportunities inbetween, the Moments Calendar has it all, allowing you to focus on creating smarter OOH campaigns that show up in the moments that matter.
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Score BIG with OOH
We’d love to help you get the most out of your sport-related campaign with the power of OOH.
To arrange to see the full A Question of Sport insight deck please fill in the form and we will be in touch.