STADIUMS AS SUMMER ADVERTISING LABS. THE IMPACT OF MEGA SPORTS EVENTS ON BRAND MARKETING

29. 8. 2025 | 12 min read The biggest summer sporting events are not just competitions for trophies. There are also moments when advertising becomes a pop culture event. Wimbledon, the Tour de France, the US Open, the EURO and Formula 1 are not only the highlights of the sporting season but also comprehensive advertising laboratories. Each of these events offers a completely different media space – from the aristocratic minimalism of Wimbledon to the pop culture spectacle of the US Open to the technology-oriented branding of Formula 1. The common denominator is the effort of brands to achieve deeper audience engagement through new formats, digitalisation and personalised experiences. It is no longer just about reaching an audience – the goal is to create a cultural moment that resonates across channels, generations and markets. The Tour de France and the power of film aesthetics For many years, the Tour de France has rightly maintained its reputation as the largest and most-watched cycling race in the world. This Grand Tour, which takes place every July, is not only a sporting event but also a global advertising platform where many brands test the effectiveness of innovative formats. Live broadcasts of the Tour are provided by more than a hundred television stations in over 190 countries around the world, with a cumulative audience of over 3.5 billion viewers. The individual stages are filmed from the air, from motorcycles and from stationary cameras, making the Tour an ideal space for advertising and product placement. The race thus boasts a distinctive cinematic aesthetic.

FOUR CHANNELS ONEPLAY SPORT WILL START BROADCASTING. WHERE WILL FOOTBALL, HOCKEY AND OTHER SPORTS BE?

6. 3. 2025 | 5 min read The O2 TV Sport channels are becoming Oneplay Sport stations. Where will the Chance League, MOL Cup or Tipsport extraliga be broadcast from Monday?