From Q4 into the start of the new year, some of the most exciting events take place — each offering a fresh opportunity to work with athletes and creators to promote your brand in ways that feel timely, relevant, and impactful
Thanksgiving NFL Games: The three Thanksgiving Day NFL games in 2024 averaged 34.2 million viewers (across linear TV + digital), a record high for the holiday, according to NFL records dating back to 1988. The Detroit Lions vs. Chicago Bears early game on Thanksgiving 2024 averaged 37.5 million viewers on CBS — the highest ever for the early time slot.Black Friday & Giving Tuesday: Giving Tuesday raised over $3.1 billion in the U.S. in 2023 — all in just 24 hours. In 2023, Black Friday sales hit $9.8 billion in online spending alone — with 54% of purchases made via smartphones. Over 77 million people in the U.S. shopped online on Black Friday 2023, while 20 million Americans participated in Giving Tuesday
Christmas NBA & NFL Games: NBA's Christmas Day 2024 slate averaged -5.25 million viewers per game in the U.S. across ABC, ESPN, and streaming platforms, its highest Christmas viewership in years. NFL's two Christmas Day 2024games on Netflix drew nearly 65 U.S. viewers between them, marking a record day.
New Years: In a study of purchase behavior, U.S. retail sales in January 2025 jumped about 4.8% year-over-year, driven largely by New Year’s resolution spending. Brands that invest $1 in athlete influencer marketing typically receive about $5.78 in media value.
Winter Olympics: Over 2 billion people tuned into the 2022 Winter Olympics in Beijing, making it one of the most watched global sporting events. The games had around 2,900 athletes, representing 91 countries. The 2026 Winter Olympics will be the most geographically widespreads in history, events will take place in cities and towns like Milan, Cortina d'Ampezzo, Bormio, and Val di Fiemme.
If you’re not building campaigns for Q4 and Q1, you’re leaving the field wide open for your competitors.At OpenSponsorship, we take you from idea to execution—helping you brainstorm, source, and activate the right talent for your campaigns.
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Olympic athletes: Hundreds of medalists and rising stars to bring global credibility.
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NFL & NBA talent: Thousands of players for local relevance or national reach.
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Fitness & wellness creators: Authentic voices driving impact with health-conscious audiences.
With our platform and white-glove services, you’ll always find the right fit—while we handle the logistics to deliver fast, smart, and measurable results. Book a call today to find out more!
