
Published 07 April 2026
At Advertising Week Europe (March 24-26, London), mega brands and marketers from the worlds of entertainment, social media, gaming and sports gathered to download their roadmaps for fan and audience engagement with real longevity. We unpack three key directions: sportstainment boosts for football, sailing and mixed martial arts fans; standout gaming campaigns, and the advertainment and ‘art-vert’ possibilities in branded pop culture.
Harnessing the booming world of fan-forward sportstainment was top of mind for sessions featuring major brands including Meta, Snapchat, and the NFL. Must-seize strategies included immersive fan fests celebrating American football; levelling up in-person and at-home spectatorship with AI and AR/VR boosts for competitive sailing and UFC; and how brands can amplify World Cup 2026 excitement on Snapchat.
Harnessing the booming world of fan-forward sportstainment was top of mind for sessions featuring major brands including Meta, Snapchat, and the NFL. Must-seize strategies included immersive fan fests celebrating American football; levelling up in-person and at-home spectatorship with AI and AR/VR boosts for competitive sailing and UFC; and how brands can amplify World Cup 2026 excitement on Snapchat.
On the gaming track, the sharpest insights zeroed in on real strategies for brands looking to deliver campaigns and activations that truly align with gamer DNA. London-based virtual-worlds marketing analytics firm GEEIQ detailed the massive movie-meets-gaming opportunities within culture-shaping platforms like Roblox, while EA Games dissected the runaway success of its interactive launch for Battlefield 6.
Wisdom surrounding the holy grail of successful branded pop culture was in high demand, with panels exploring credible crossovers between advertisement, entertainment, and artistry. Winning strategies include Global Street Art’s giant ‘art-vert’ (art + advert) murals for luxury, sports and gaming brands; and ‘advertainment’, including Virgin Media x Netflix’s Halloween pop-up for commuters, and Aardman’s IP revivals and co-creativity invites.



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At Advertising Week Europe (March 24-26, London), mega brands and marketers from the worlds of entertainment, social media, gaming and sports gathered to download their roadmaps for fan and audience engagement with real longevity. We unpack three key directions: sportstainment boosts for football, sailing and mixed...