When the impact of the sports context surpasses the audience

An international sporting event like the World Cup, the European Championship, or the Olympic Games is not just a peak in viewership. It's a rare moment when attention is total, emotion is collective, and brands are truly experienced. Discover why associating with such an event creates a far more lasting impact than mere volume logic.

The Power of Live: When Attention is Total

Live sports is one of the last media areas where attention is undivided. During a live match or competition, you don’t skip or scroll: you live the moment. On average, 84% of sports content broadcast by RMB's media partners is watched live, in a premium and brand safe environment. Live viewing reaches 94% for the 2022 FIFA World Cup and the recent Winter Olympics.

Live creates unique emotional peaks: tension, hope, celebration… These emotions enhance ad receptivity, turn your message into a memory, and boost engagement with your brand.

Finally, advertising is an integral part of the experienced moment. Live guarantees optimal visibility and continuity of your ad message. Formats are non-skippable, and ads are viewed in full without fast-forwarding.

Unleash the power of live with RMB

84%

Sports Content
Consumed Live
on RMB Media

66%

Share of viewers
remembering brands
after a soccer match

+9pts

Increase in spontaneous
brand awareness
after a soccer match

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Create More Than an Ad: Tell a Story

How can you associate your brand with the World Cup or another global sports event without being an official sponsor? Live broadcasts, whether on TV or online, offer numerous customizable communication opportunities. Thanks to the variety of packages offered by RMB, each advertiser can adjust their level of exposure, within a single media or across media, while making their brand come alive with the pace of the tournament.

Moreover, major sporting events open up an exceptional creative expression field. Beyond classic ads, RMB offers integrated solutions designed to fit within the event’s storytelling. These original concepts, ranging from content creation to social activation, turn your brand into an active part of the event. You give an editorial dimension to your campaign: your brand no longer talks during the match or competition; it talks with the fans and your consumers.

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Expert insights on the power of sports

Because sports are not just experienced on screen, RMB extends the conversation to where attention is more personal: in podcasts. Two audio formats, two complementary viewpoints to decode the power of sports as a communication lever, understanding its codes, emotions, and opportunities for brands.

Through analyses, insights, and real cases, these podcasts give voice to those who turn major international sporting events into true media strategy drivers.

Listen to the podcast "millions of viewers at the Euro" Discover the podcast "Communicate with Impact Through Sports"

Turning Emotion into Lasting Performance

A brand communication during a unifying moment means relying on universal values: achievement, teamwork, passion, pride… Values that leave a lasting impact on the image of partner brands.

Post-campaign studies also show a significant increase in ad recall and brand recognition after presence at major sporting events, with measurable effects on purchase intentions.

During the 2022 FIFA World Cup, 66% of viewers recalled brands featured during the tournament and 59% said they were ready to favor a sponsor brand over a competitor. At Euro 2024, a test showed a 9-point spontaneous brand recognition increase and 23 points assisted.

Why? Because these moments are rare, they leave a strong imprint. Your brand is not just seen: it is felt and then remembered.

Register your brand in what lasts