2026 has barely begun, but one thing is clear. It is already shaping up to be a pivotal year for sport, both on the field and across the digital landscape.
Enter The Commentary Box, your no-fluff, monthly sports rundown calling out the game-changing plays and headline moments that actually matter.
Prefer to watch? Get the top-line take in the latest episode of The Commentary Box, or scroll on for the full breakdown, fresh insights and why each story is shaping sport in 2026.
Let’s unpack the key plays.
NFL: Still king but the throne is getting crowded
The NFL doesn’t just dominate American sports, it defines them. The 2025 regular season was one of the most watched in recent memory, with average viewership hovering around 18.7 million. That is second only to the league’s best seasons.
This reflects more than passion for the game. It shows how live sport remains one of the few communal viewing habits left standing. With Super Bowl LX coming to San Francisco, the question is not whether fans will tune in, but who will rise now that the Chiefs’ era appears over.
Why it matters Big live events still command attention. But how fans access them is shifting rapidly. Rights holders need to be ready for a fanbase that is platform-fluid and socially driven.
Brooks Koepka’s return: A strategic swing
In a move with real implications for golf, five-time major winner Brooks Koepka has rejoined the PGA Tour after defecting to LIV Golf.
His return under the PGA Tour’s new Returning Member Program involves big trade-offs, including forfeiting up to 85 million dollars in equity and bonuses. It is a personal decision with professional and political weight.
Why it matters This sets a precedent. Will other top players follow? How do fans weigh tradition against disruption? And how will platforms and sponsors align?
F1 Academy: A growing engine
Formula 1’s F1 Academy is a legitimate growth story, with the fanbase growing 31% YoY, making it one of the most successful new investments in motorsport.
This is not just about representation, but it’s also about unlocking new audiences and expanding what the future of motorsport looks like.
Why it matters Developing new formats and new stars is key to long-term fandom. Series like this show that the audience is there.
FIFA and TikTok: A new kind of World Cup
FIFA announcing TikTok as a Preferred Platform for the 2026 World Cup is not just a media rights headline. It is a cultural play.
Set to be the most viewed sporting event in history, the 2026 tournament will tap into younger, mobile-first audiences across North America. The partnership is designed to make the World Cup feel as native on a smartphone as it does on a stadium screen. Find out more about it here.
Why it matters Digital-first fandom is no longer a secondary concern. It is central to the World Cup’s global growth and commercial power.
WNBA: From rising to record-breaking
The WNBA is no longer an underdog story. The 2025 season drew record attendance and all-time high average crowds. With Caitlin Clark back on court and in MVP form, the 2026 season could break more records.
Why it matters Women’s sport is growing faster than most marketers realise. From brand partnerships to broadcast deals, the WNBA is showing how performance and audience growth go hand in hand.
Tennis: History in the making
Carlos Alcaraz and Iga Świątek are both one title away from achieving a Career Grand Slam. Alcaraz, at just 21, could become the youngest male player in history to do so.
These are not just sporting milestones. They are cultural moments that energise existing fans and draw in new ones.
Why it matters Narrative is everything. Sport thrives on stories, and milestones like these keep fans emotionally invested and commercially engaged.
What it all means
2026 is proving one thing. Sport is not just competing for eyeballs; it is competing for attention.
Audiences are increasingly fragmented, social-first, and always connected. The biggest winners will be the rights holders, sponsors and creators who meet them where they are.
Live moments still matter. But layered storytelling, short-form content and platform-native experiences are now essential. From the NFL to F1, from TikTok to Caitlin Clark, the future of sport is not just about what happens on the pitch. It is about how it lives online.
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