Major sporting and cultural events are no longer just entertainment - they're some of the biggest marketing opportunities of the year. The latest research from Klaviyo reveals how more than 1,200 European marketers are preparing for major events like the FIFA World Cup, Wimbledon, Formula 1, and other high-profile cultural moments. 

• 01 Introduction - Brands rarely own culture, but you can be part of the conversation
• 02 2026 planning - Marketers lace up for a year of sports
• 03 Creative - Why sports moments break the rules of marketing
• 04 AI marketing - Moving at the speed of the fan: why 6 hours is the new 24
• 05 Personalisation - Humanising the fan experience with personalised marketing
• 06 Recommendations - The 3 moves your marketing team needs to get off the bench
• 07 Conclusion - Don't watch from the sidelines. Activate cultural marketing with speed and precision

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