Season Of Champions

SEASON OF CHAMPIONS

SUMMER 2026, BEYOND THE FIFA WORLD CUP

 

Summer 2026 marks a turning point in the sporting calendar. An unusually dense lineup of top-tier events across football, tennis, motorsport and rugby will transform the season into a continuous stream of high-attention moments. 

 

This report explores how brands can look beyond the FIFA World Cup and move through a broader landscape of sport-driven attention - a succession of cultural touchpoint shaped by distinct fanbases, narratives and media ecosystems. 

What you’ll discover in the report: 

  • How attention will flow across the season, identifying where emotion, passion and cultural relevance will converge. 

  • How Italian audiences will engage with a constantly evolving sport ecosystem, driven by multiple communities and cultural dynamics. 

  • Where brands can unlock relevance, identifying the most effective moments, channels and activation strategies to deliver cultural impact. 

Publicis Groupe Italy is the Italian branch of Publicis Groupe, a global leader in the communications industry. Publicis Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. The Groupe is built on ten core capabilities, organized across four main areas of expertise: Communications, Media, Data and Technology. Through a unified and fluid organization, its clients have a facilitated access to all its capabilities. Present in Milan, Turin, Rome and Verona, Publicis Groupe Italy employs around 2,000 professionals.

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