From the Winter Olympics in Milan & Cortina to the FIFA World Cup across North America, the 2025-2026 season is packed with global sports moments that will dominate screens and spark conversation. Add in Super Bowl LX, the NBA All-Star Weekend, and expanded streaming coverage across platforms like ESPN+, Peacock, and Prime Video, and it’s clear that this is a defining moment for live sports. Here’s a closer look at the year ahead in sports.

The 2026 Winter Olympics: A Global Stage with Prime-Time Impact
The 2026 Winter Olympic Games will take place February 6-22 in Milan and Cortina d’Ampezzo, marking the first time the Winter Games will be hosted across two cities. With Italy’s Central European time zone offering ideal scheduling for U.S. audiences, NBCUniversal is gearing up for its most expansive Winter Olympics coverage yet. NBC will air at least five hours of live daily daytime coverage, followed by three hours of nightly highlights in a new Primetime in Milan format, delivering key moments to viewers at home as they settle in for the night.
Peacock will once again serve as the exclusive streaming home for the Games, offering live access to all 116 medal events, full-event replays, curated highlights, and original content. Cable channels including USA Network and CNBC will provide round-the-clock coverage and supplemental weekend programming, ensuring fans never miss a moment, no matter how they choose to watch.
The 2026 Olympics present a powerful opportunity to connect with massive, emotionally invested audiences across platforms. The Games fall within a high-profile run of live events — including Super Bowl LX and NBA All-Star Weekend — giving brands the rare chance to align with multiple tentpole moments in a single month. Whether through linear primetime placements, streaming exclusives, or interactive digital activations, the Winter Olympics continue to deliver cultural relevance, broad reach, and unmatched storytelling potential.
The 2026 FIFA World Cup: Bigger, Broader, and Closer to Home
The FIFA World Cup returns to North America in 2026, with the United States, Canada, and Mexico co-hosting the world’s biggest sporting event from June 11 to July 19. For the first time, the tournament will feature 48 teams playing across 104 matches, making it the largest World Cup in history. U.S. cities like Harmelin Media’s very own Philadelphia, New York, Los Angeles, Atlanta, and Dallas will serve as host venues, bringing global energy and attention directly to major American markets. With the final expected to be held at MetLife Stadium in New Jersey, the event will be a centerpiece of summer 2026, coinciding with the United States’ 250th anniversary and drawing international fans and brands into a massive cultural moment.
Coverage will span linear and streaming platforms, with Fox Sports and FS1 airing matches in English, while Telemundo and Universo provide Spanish-language coverage — both bolstered by full streaming access on Peacock and Telemundo’s digital platforms. Broadcasters are planning comprehensive pregame and shoulder content, second-screen features, and immersive fan experiences across digital and in-person activations. With wall-to-wall coverage, real-time cultural impact, and a truly global audience, the 2026 World Cup is more than a sports event — it’s a brand-building opportunity on a world stage.
NFL: The NFL continues to dominate, with global games (San Paulo, London, Berlin, Dublin, and Madrid), new streaming power plays (Netflix, Peacock, Amazon), and classics on ESPN+. The season kicks off September 5th!
NBA: A $76B media overhaul brings games to NBC, Amazon, ESPN, & more. Expect expanded coverage, more streaming, and a fresh viewing experience starting October 21st.
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