Sports events last all year round with no breaks. This is their key advantage over all other seasonal things: Christmas is great, but it only happens once a year. Sports have no time limits, be it January or July, you can always find a suitable match and use it to your advantage. At the same time, the audience’s loyalty is beyond doubt and greatly increases your results. So we have collected all the key sports events till the end of the year 2024 and share tips on how to maximize your success.
Follow the updates: new year = new calendar!

What is special about sports events?

Sports events are popular everywhere. Of course, in some countries football is more popular, and in others it’s cycling, but this is even better: having a high-quality detailed calendar at hand, you can use each event taking into account preferred geo-settings.

Also, the potential audience is wider than it seems. Because we are not only talking about fans who cannot live without sports. Small local championships and less popular sports attract fewer people, it is true. At the same time, they are very loyal and interested. In case of big events, such as the Olympic Games, the audience expands significantly. It is no longer about love for sports, but about cultural importance and emotions.

All this creates unique marketing opportunities both for advertising and monetising. Adsterra offers all its experience and support for your smooth and flash start: join today to begin working with iGaming sports traffic with max effectiveness from the very first day.

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Why is the Sports calendar important?

The sports calendar allows you to pump up monetization more effectively. It literally predicts traffic boosts (and quite accurately) and gives you a chance to prepare for them in advance.

The impact of events on traffic growth is direct: people know about upcoming events, show interest in them, follow the news. As a result, the focus of attention becomes manageable for everyone who works with traffic: both for publishers and for advertisers.

Sports traffic has always been there, although now it seems to be experiencing a second birth. Therefore, in our blog you can learn in practice: for example, in these cases, where our partners are already successfully working with it:

• Conversions boost with twice profit growth 
• 610500+ impressions using Interstitials. 

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Sports events in 2024

This month’s list of events is mind-boggling: the world’s top tournaments are active all year round. We haven’t ignored all the main 2024 events the world is watching, or, as we call’em, ‘opportunities for profit’. Don’t miss it: below are all the key matches, games, and competitions of September-December 2024.

Please, kindly pay attention to the fact, that all data are valid by the time of posting this material. We do our best to provide you with the most up-to-date info, but sometimes matches’ datas do change because of reasons, so we advise to stay tuned and monitor all the possible changes on the official websites tracking the following events.

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Football

The most popular sport on the planet, without exaggeration.

Tip: Football is not only about the game itself, but also about personalities. This can be taken into account when working with advertising creatives and focusing not only on the match, but also on its participants (individual players or entire teams).

Brazil Championship Serie A

Brazilian professional league for men’s football clubs. At the top of the Brazilian football league system, it is the country’s primary football competition. Corinthians, Palmeiras, Flamengo are early favourites for the title.

Liga Profesional de Fútbol (Argentina)

Boca Juniors, Racing Club, River Plate are current favourites to win.

Copa CONMEBOL Libertadores

Flamengo, Palmeiras, River Plate have best odds to win. Fluminense and Atlético MG are also among interesting teams.

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National Futball League (NFL)

A professional American football league that consists of 32 teams. The NFL is one of the major professional sports leagues in the United States and Canada and the highest professional level of American football in the world.

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UEFA Nations League

A biennial international football competition played by the senior men’s national teams of the member associations of UEFA, the sport’s European governing body.

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CAF Super Cup Riyadh 2024

An annual African association football competition contested between the winners of the CAF Champions League and the CAF Confederation Cup.

FIFA Intercontinental Cup

The inaugural edition of the FIFA Intercontinental Cup, an annual club association football tournament.

Tennis

This sport has both individual (two players) and collective (two teams) classifications. It is considered a noble sport that is loved to be watched all over the world, like figure skating. Note that there are separate contests for men and women.

Tip: It is quite a spectacular and dynamic game. Especially in comparison with, for example, golf. Today it is very popular among American children and, of course, their solvent parents.

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US Open

A hardcourt tennis tournament held annually in Queens, New York. Since 1987, the US Open has been chronologically the fourth and final Grand Slam tournament of the year. One of the oldest tennis championships in the world.

Cycle race

Cycling races can be amateur or professional, on various routes. This sport is distinguished by a very passionate audience and a large number of practicing athletes among the fans.

Tip: Cycling races are especially popular in Europe. They take place all year round, except for winter, and attract athletes from all over the world, who have their own fans. You can use personalities to find forums of like-minded people.

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UCI World Road Championship

The annual world championships for bicycle road racing organized by the Union Cycliste Internationale (UCI). The UCI Road World Championships consist of events for road races, individual time trials, and, as of 2019, a mixed team relay. The world championship road race and two of the three Grand Tours (namely the Giro d’Italia and the Tour de France) form the Triple Crown of Cycling.

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Cricket

This sport is fairly familiar for one half of humanity, and the other half knows for sure what fire does it cause! Before the end of the year we have another big cricket event, don’t miss it.

Tip: Pay special attention to GEO settings, we mean it!

ICC Women’s T20 World Cup

MMA

Martial arts can be classified as “mixed”: boxing, wrestling, and bjj. It can also be Muay Thai, Judo, or catch wrestling.

Tip: we recommend making a quality geo research. For example, some of the best boxers are Cubans, which is not obvious if you’re not a MMA fan. Also remember that MMA is primarily a spectacular sport, so its fans are people who are keen on fighting in a ‘show’ style.

Boxing

One of the most beautiful and noble forms of fighting with many fans all over the world (you will be surprised how popular it is in the US).

IBA World Boxing Events

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UFC

An international sports organization based in Las Vegas, USA. The best-known among all mixed martial arts events worldwide.

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Race

There are dozens of different types of races in the world: local, global, on different types of transport. This month the most legendary one grabs all the attention.

Tip: The potential audience for racing is now wider than you might think. For example, if it used to be a sport that was rarely entered by amateurs, today anyone can try themselves for little money.

Formula 1

This world championship in circuit racing is well-known to everyone. The annual event includes several stages with strict rules. The peculiarity of the race sport is in the variety of awards: from individual classifications to the constructors’ cup.

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Weightlifting

The history of this sport began back in 1890. Today it is a full-fledged competition, the participants of which have a fan base all over the world.

Weightlifting World Championships

An international weightlifting competition, currently held annually by the International Weightlifting Federation. The top-level annual competition.

Tips for publishers

How to attract iGaming traffic:

• Help your content with SEO. Search traffic, especially in the case of sports events and news about them, is vital.
• Backlinks will also come in handy for quality optimization.
• Some events last a long time, but this does not mean that it is enough to mention them once. Different matches within one championship can give you a lot of separate content topics.

Find more tips and info about sports monetization here.

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Tips for advertisers

Use a sports calendar for iGaming traffic all year round:

• Don’t limit yourself to sports news sites only. Sports is a huge niche, this includes social traffic about sports celebrities, related products for active recreation, souvenirs, the whole entertainment niche, etc. Your product is more relevant to the sports theme than it might seem at first glance.
• Technical details are very important. Check how the payment system works on your site, if you use one. When attracting a local audience, also pay attention to how convenient it is for them. Maybe it is worth adding options relevant to their country?
• Seasonal trends are followed already both by content enthusiasts and search systems. Check previous years’ top search for the same events, compare your competitors’ seasonal campaigns and don’t forget about Google Discover to get the full picture.

Find more tips about sports affiliate marketing here. 

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Ad formats for sports events

Popunder

A top choice when we’re talking about a huge audience. Especially good for mass campaigns dedicated to big events. Sports sites of all kinds, including streaming ones, actively use this format.

Social Bar

We can’t forget about this option, which is rich in possibilities. In-Page Pusn or Interstitials? Experiment with bright creatives and use all relevant news hooks. Thanks to the large area of ​​such advertising and its diversity, you will get ideal scaling. 15 creatives for testing will allow you to better understand your target audience and improve the performance from campaign to campaign.

Native advertising

The classic news feeds and thematic blogs are perfect for such topics. Any event from the world of sports will be the key to success: naturally looking advertising will generate interest effortlessly. The main thing is to track the best relevant news in time to get the most out of them.

Conclusion

We have told you everything you should consider if you are going to work with iGaming sports traffic in August. And if you have not tried to earn on iGaming yet, what are you waiting for? As you know, beginners are most comfortable joining major events about which there is a lot of information. August with all its top tournaments is perfect for this.

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FAQ