Last month, New York became a case study in what happens when sports become citywide events.

The World Cup filled hotels, transformed Midtown into a transportation hub, and sent fans streaming through train stations, bars, restaurants, and public spaces before and after every match. At the same time, the Knicks’ championship run generated hundreds of millions of dollars in local economic activity, filling restaurants, sports bars, retail stores, and neighborhoods across the city.

For marketers, these aren’t just sports stories. They’re a preview of what’s coming in 2028.

The Audience Isn’t Always Inside the Stadium

Most media plans still revolve around where the game is being broadcast. But that’s only one piece of the audience journey.

World Cup fans traveled through airports, train stations, rideshare pickup zones, sports bars, restaurants, hotels, and entertainment districts hours before kickoff. New York even redesigned traffic patterns, dedicated bus corridors, and created express shuttle routes to accommodate fan movement.

The Olympics will multiply that behavior across dozens of venues and two weeks of competition. The opportunity isn’t just reaching viewers. It’s reaching people while they’re moving.

The Economic Impact Doesn’t End At The Podium

When the Knicks made their Finals run, Madison Square Garden wasn’t the only winner.

Restaurants near the Garden saw sales increase by as much as 60%, some venues reported hundreds of people on waiting lists before tipoff, and city officials estimated the postseason generated as much as $465 million in economic activity. (Inc.com)

That spending happened across:

• Restaurants
• Sports bars
• Transit hubs
• Hotels
• Retail stores
• Local businesses

For advertisers, every one of those locations represents a media opportunity.

Planning for 2028 Starts Now

The Olympics won’t simply create television audiences. They’ll create millions of micro-moments across entire cities.

Imagine reaching consumers:

• Passing through major transit hubs before heading to an event
• Watching competitions at neighborhood sports bars
• Checking into hotels near Olympic venues
• Dining near stadiums, fan zones, and entertainment districts
• Gathering at outdoor viewing parties and brand activations
• Exploring host cities before, between, and after events

These are the moments where brands can become part of the experience—not just interrupt it.

Extend Creative Without Starting Over

Major sporting events move quickly. Creating new creatives for every activation isn’t always realistic.

That’s where Attention+ comes in. Existing TV commercials, social videos, creator content, or digital assets can be adapted into high-impact creative for CTV, digital out-of-home, mobile, audio, and other premium channels.

One campaign becomes many touchpoints. Instead of asking, “What creative do we need?” marketers can ask, “Where else should this creative be working?”

Every Touchpoint Matters

As advertisers prepare for future tentpole events, the opportunity extends far beyond a single screen.

The most effective campaigns meet audiences wherever they’re engaging throughout the day, creating a connected brand experience across channels.

Imagine pairing:

• DOOH near Olympic venues and entertainment districts
• CTV in hotels and vacation rentals
• Mobile throughout the fan journey
• Audio during commutes and pre-event travel
• Premium TV alongside digital channels

That’s an omnichannel strategy built around how people actually experience major events—not just how they watch them.

The Biggest Opportunity Is Still Ahead

The World Cup and the Knicks gave marketers a glimpse of what’s possible.

The 2028 Olympics will take that opportunity to another level.

More fans.
More destinations.
More local businesses.
More moments to connect.

The brands that stand out won’t simply advertise during the Games.

They’ll show up throughout the entire fan journey—before, during, and after the biggest moments.