1、Tops of Sports Media trends shaping sports marketing for 2026Copyright 2025 The Nielsen Company(US),LLC.2IntroductionFrom the initial whistle to the final buzzer,sports captivate our hearts and attention.2025 proved to be monumental for sports,with significant events across the globe and within the

2、U.S.Globally,soccer dominated headlines with The FIFA Club World Cup 25 held in the U.S.and the UEFA European Womens Championship.Womens sports continued their rise in prominence,featuring major tournaments like the Womens Rugby World Cup and the Womens Cricket World Cup.In the U.S.,major leagues ke

3、pt fans engaged.Super Bowl LIX made history by attracting over 127 million viewers,marking a new record for television viewership.October 27th also brought a rare“sports equinox,“where games from five different leaguesMLB,NFL,NHL,NBA,and MLSall took place on the same day.This intense fan engagement,

4、coupled with streamings evolving role in how viewers tune in,has fueled a fierce competition for TV rights.To thrive in todays competitive global sports market,brand sponsors,advertisers,media rights holders,and leagues and teams need to understand the drivers of fan behavior in 2025 to effectively

5、plan for key sporting moments in 2026.We analyzed the major trends that shaped the U.S.sports media landscape in 2025 to better understand how sports connect fans,platforms and brands.These insights will be crucial for making smarter sports marketing decisions in the coming year.IntroductionCopyrigh

6、t 2025 The Nielsen Company(US),LLC.3Top sports media trends from 2025 Sports viewers and fanbases are growing,unlocking pathways for brand sponsors to tap into new,diverse fandomsStreaming is evolving how sports are delivered and consumed,keeping fan attention for longer than ever beforeBrand sponso