What Brands Get Wrong About Sports Sponsorships—and How to Get Them Right
June 10, 2026, Updated August 25, 2026
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Summary.
Companies spend billions sponsoring major sporting events, yet many still evaluate success primarily through exposure metrics such as logo visibility and immediate brand recall. New researchThe two largest sports mega-events are coming to America. The United States, Canada, and Mexico are hosting the 2026 FIFA World Cup matches, and Los Angeles is hosting the 2028 Olympics and Paralympics. These events are not just iconic competitions and multicultural celebrations—they’re also marketing platforms for the world’s largest brands.