In an era of fragmented media consumption, live sporting events remain one of the few moments when millions of viewers are engaged simultaneously. This summer, UEFA Women’s EURO 2025, hosted in Switzerland, will unite 16 nations and captivate audiences worldwide among a backdrop of global sporting events. As excitement builds, brands have a unique opportunity to cut through the noise by reaching sports fanatics in contextually relevant moments – all within brand smart environments. 

Stay in Play: The Power of Contextual Engagement 

Today’s sports fans aren’t just watching the game; they’re interacting with it across multiple digital touchpoints. From pre-match predictions and halftime social media chatter to post-match analysis and merchandise shopping, engagement is dynamic and continuous. 

Understanding these real-time behaviors is crucial for brands looking to deliver meaningful, well-timed messages. Contextual targeting ensures that brands can connect with fans while they are actively engaged—without needing personal data. 

Sporting events spark a surge in digital activity, creating an ideal environment for brands to reach highly engaged audiences. Consider these key trends from past tournaments: 

• Surge in Sports Content Consumption – During the 2022 Commonwealth Games, the BBC recorded a record 57.1 million online sports content views, reflecting increased digital engagement. 

• Retail and Merchandising Opportunities – Around 38% of consumers purchase apparel, accessories, or merchandise to support their favorite teams during international tournaments. 

• Search Trends Reflect Fan Behavior – During major sporting events, search volumes for sports gear, betting odds, team stats, and even game-day snacks surge, signaling prime moments for brands to deliver contextually relevant ads. 

• Beyond Sports: Wider Consumer Impact – During the 2022 Cricket World Cup, online food delivery searches increased by 13%, while ad engagement rates saw a 20% boost, showing how sports-related moments influence purchasing decisions across industries.

Win with 4D: Contextual Intelligence for Smarter Advertising 

With 4D’s contextual targeting and insights, brands can tap into these heightened moments of engagement – serving the right ad in the right place at the right time. Whether fans are reading match previews, watching highlight reels, or checking tournament schedules, 4D ensures brands stay relevant without intruding on privacy. 

By using advanced contextual intelligence, advertisers can align campaigns with real-time sports trends, fan sentiment, and high-interest moments across the web, maximizing impact without relying on cookies.  

The Final Whistle 

UEFA Women’s EURO 2025 presents an unmissable opportunity for brands to connect with audiences in an authentic and impactful way. By leveraging 4D’s contextual targeting, brands can ensure their messaging is aligned with key moments—whether it’s the excitement of the opening match, the drama of a penalty shootout, or the euphoria of the final whistle. 

Consumers aren’t just passive viewers; they’re active participants in the sporting experience. Brands that recognize this and strategically align their campaigns with real-time fan engagement will take home the marketing gold this summer. 

Game on! Download our latest two-pager now, and explore how you can reach scaled audiences this summer.