PRIMA SPORT HAS LAUNCHED ITS BROADCASTING; ON ITS FIRST DAY, IT WILL FEATURE FOOTBALL, BEACH VOLLEYBALL AND NEWS

17. 8. 2026 | 2 min read The new sports channel, Prima sport, is launching. Its first day of programming will feature sports news, the Chance National League football, live coverage of the Hamburg Beach Pro Tour, and matches from the Polish Ekstraklasa.

PRIMA SPORT TO LAUNCH ON 17 AUGUST AT 6:00 A.M., UNVEILS GRAPHICS AND STUDIOS

10. 8. 2026 | 2 min read At today’s press conference presenting its autumn programming schedule, the Prima Group introduced its new thematic channel, Prima sport.

AMPERE: UK AND US CONSUMERS BUILD INCREASINGLY DIVERSE MEDIA DIETS

3. 8. 2026 | 2 min read Consumers in the UK and United States now spend almost 11 hours a day engaging with media, according to new research from Ampere Analysis, which says audiences are increasingly choosing different platforms depending on their mood and purpose rather than relying on a single source of entertainment.

ONEPLAY WILL BROADCAST BOTH OF JABLONEC AND HRADEC’S TWO-LEGGED TIE-UPS IN THE EUROPEAN CUP COMPETITIONS

3. 8. 2026 | 3 min read Oneplay will broadcast all four matches involving Czech clubs in the third qualifying round of the European cup competitions. Jablonec will face Latvian side FC RFS in the Conference League, whilst Hradec Králové are set for a two-legged tie against Turkish side Beşiktaş in the Europa League.

VODAFONE TV WILL INCLUDE PRIMA SPORT IN ALL ITS PACKAGES FROM TUESDAY

3. 8. 2026 | 2 min read Vodafone TV is set to expand its offering with a new sports channel, Prima sport. The channel will be available from 4 August as part of all the operator’s TV packages. At the same time, Vodafone will be offering a special deal on the Vodafone TV Lite & Sport service.

PRIMA SPORT IS JUST AROUND THE CORNER; THE CHANNEL WILL IMPOSE A NUMBER OF OBLIGATIONS ON BROADCASTERS

2. 8. 2026 | 4 min read Pay-TV operators are preparing to include the new Prima Sport channel in their line-ups. In addition to the commercial terms, they will also have to comply with a number of technical and distribution rules relating, for example, to catch-up viewing, ad-skipping, the protection of sports rights and the number of devices on which the service can be used simultaneously.

HOROWITZ: FIFA WORLD CUP SETS NEW BENCHMARK FOR MULTICULTURAL, MULTIPLATFORM SPORTS ENGAGEMENT

29. 7. 2026 | 4 min read A new analysis from Horowitz Research highlights the importance of multicultural audiences for the record viewing seen during the 2026 FIFA World Cup, which concluded with a historic final and record-setting audience engagement of nearly 63 million Americans watching the event.

COCA-COLA, UNILEVER SHOW THE POWER OF WORLD CUP MARKETING

28. 7. 2026 | 3 min read Coca-Cola and Unilever each delivered some of their strongest quarterly performances in years, with both companies crediting their extensive World Cup campaigns.

PRIMA SPORT WILL REPLACE SPORTY TV AND WILL BE BROADCAST ON TWO NATIONWIDE CHANNELS

28. 7. 2026 | 2 min read The new Prima sport channel will replace the existing Sporty TV. It will begin broadcasting on 17 August.

WORLD CUP FINAL DRAWS 66.4 MILLION VIEWERS AS SPORTS MARKETING MOVES BEYOND TV

24. 7. 2026 | 1 min read The FIFA World Cup final saw record viewership of 66.4 million average viewers across all networks and platforms showing the event, per Nielsen data cited by Yahoo Sports. The 2026 World Cup final is now the highest rated TV event since Super Bowl LX.

PRIMA SPORT WILL BROADCAST SPARTA’S CHAMPIONS LEAGUE MATCH, WHICH WILL SERVE AS THE HIGHLIGHT FOR THE CHANNEL’S OFFICIAL LAUNCH ON 17 AUGUST

20. 7. 2026 | 3 min read Prima will broadcast AC Sparta Prague’s home match in the third qualifying round of the Champions League. The live broadcast will be shown on the new Prima sport channel, which viewers will be able to tune into even before its official launch, scheduled for 17 August.

THE SPAIN’S GOLD MEDAL SUCCESS BROKE A TELEVISION RECORD IN THE HOST COUNTRY

20. 7. 2026 | 2 min read Spain’s victory over Argentina in the final of the 2026 World Cup became the most-watched World Cup match in the history of Spanish television broadcasting. An average of 15.7 million viewers watched the match, and more than 20 million people tuned in to at least part of the broadcast, with an audience share of 87 per cent.

COLOURS OF OSTRAVA TO WELCOME NEW BRAND ACTIVATIONS

15. 7. 2026 | 3 min read This year, the Colours of Ostrava Festival is expanding its collaboration with brands that are setting up their own experience zones on the festival site. New main partner Allegro will present the Wishlist Zone, whilst Decathlon will be taking part for the first time and Tic Tac will build on last year’s initiative with an expanded programme.

THE CZECH FINAL AT WIMBLEDON WAS THE MOST-WATCHED PROGRAMME ON SATURDAY

12. 7. 2026 | 2 min read This year’s Wimbledon women’s final, which featured an all-Czech line-up, was the highlight of Saturday’s television schedule. Thanks to its live broadcast, Prima achieved the highest audience share on Saturday.

STUDIE USA: LIVE SPORTS INCREASINGLY INFLUENCING VIEWERS’ STREAMING SUBSCRIPTION CHOICES

8. 7. 2026 | 3 min read Bango Survey reports that 43% of Americans would switch mobile, broadband or TV provider for a better sports streaming bundle.

SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 | 2 min read Inscape's Q1 2026 data shows sports viewing grew to 1.8 hours weekly, but traditional TV's dominance is slipping as streaming claimed 12% of sports time—up from 11.5% a year prior.

NIELSEN PREPARES ANOTHER MAJOR SHAKE-UP IN SPORTS TV RATINGS

5. 7. 2026 | 6 min read Nielsen is making another big shift in its audience measurement, this time with how it counts co-viewing within television households.

THE FOOTBALL WORLD CUP FROM THE PERSPECTIVE OF BRANDS AND MARKETERS

3. 7. 2026 | 4 min read Mundial. World Cup. World Championship. This football festival goes by many names, and it would be hard to find an event that can match it in terms of reach.