The big sports lineup for Q1–Q2 2026

The first half of 2026 is packed with global and local sporting events that drive predictable spikes in audience interest and traffic. Adsterra is here to guide you through all or at least most of them. This sports events calendar includes:

• Major international tournaments (e.g., Winter Olympics, Super Bowl, NBA All-Star Game, ICC Men’s T20 World Cup, CONCACAF Gold Cup)
• Football leagues and cup fixtures across Europe, South America, and beyond
• UFC fight nights and championships
• Motorsports (Formula 1), rugby, cricket, hockey, marathons, and more
• Seasonal league phases and finals spanning January through June

These events are high-value hooks – meaning predictable, big audience moments publishers and advertisers can plan around.

Why this calendar matters

Sports events are prime moments when attention is high and audiences are fully tuned in. These peaks are easy to predict, hence – it’s much easier to plan campaigns and content that land at exactly the right time. 

During big games and tournaments, people spend more time online and are more open to offers tied to iGaming, entertainment, and lifestyle, which means better visibility and stronger results. At the same time, demand for news, previews, highlights, and reactions drives noticeable traffic spikes, creating plenty of opportunities to capture clicks and boost SEO. With a clear events calendar in hand, you can prepare content, creatives, and ad placements in advance and make the  most of these high-energy moments when engagement and revenue potential are at its highest.

How advertisers and publishers can use it to earn

Advertisers

• Time campaigns with events: launch ads just before and during big games to maximize reach and engagement.
• Use broad and niche targeting: pair global events with mainstream offers and local matches with geo-specific creatives.
• Test formats & pricing models: run CPM for broad visibility during peaks; consider switching to CPA if focusing on specific actions (signups, installs).

Publishers

• Schedule content ahead of peaks: align blog posts and videos with event dates to capture search and social traffic.
• Leverage SEO on event terms: optimize for trending keywords around major fixtures and tournaments.
• Dynamic ad placements: boost CPM by placing key ad formats (Social Bar, Native Banners, In-Page Pushes, Interstitials) during peak interest windows.

Bottom line

Sports events are predictable traffic magnets. With a detailed calendar for Q1–Q2 2026, publishers and advertisers can plan ahead, align content and campaigns with audience interest, and capitalize on spikes in engagement to boost revenue and conversions with Adsterra.

Now, dive into our ultimate sports calendar and start planning your next content or campaign taking into account the latest agenda. 

Study the sports events calendar 2026