2026 kicks off with action: the Australian Open in Melbourne, the Winter Olympics in Milan and Cortina d’Ampezzo and the Super Bowl. While fans and athletes gear up for the spectacle, the smartest brands are preparing for the fundamental shifts set to reshape sport in 2026.
Sport is more accessible, more social and more conscious than ever before. Here are five sports trends that will define it in 2026.
The rise of the data-driven, everyday athlete
Elite performance tracking now fits in your pocket, and we’re becoming obsessed.
The popularisation of Garmin, Fitbit and other wearable tech, combined with apps like Strava and Runna, has made tracking second nature.
We’re monitoring everything: sleep quality, stress levels, body battery, recovery time, creating a constant feedback loop of performance data that shapes how we live.
This data obsession is only set to grow in 2026.
In 2026, expect AI to play a bigger role, including analysing form in real-time, predicting injury risk and optimising recovery with precision once reserved for pro athletes.
The line between casual participant and competitive performer will continue to blur, as fitness becomes a social game you level up in, the ‘Morning Run’ Strava post a humble brag.
This democratisation of elite performance data is creating a new breed of motivated consumers who expect the same level of insight and personalisation from the brands they support.
@renee.noe One of my most asked questions is about my @Garmin Connects watch! This is the Venu 3S…. It is THE BEST! I am obsessed with how many different capabilities it has & how it is able to track almost everything! 🏃🏽♀️ #garminambassador ♬ original sound - Reneé Noe
Athletes as creators
Sport’s viral currency is found in the unscripted moments that peek behind the scenes. A goalkeeper’s pre-match ritual, a locker room chat, a player’s genuine reaction to a milestone. These moments are commanding massive audiences.
“Some of the most powerful content in sport today is captured on a phone in a fleeting moment that shows what we don’t usually get to see, or a longer form video covering the bits missed on the live broadcast,” says Brandnation’s Junior Account Manager, Niamh Conneely. “Athletes who embrace being creators are building direct relationships with fans and capitalising on this,”
“Fans aren’t just following for sport content either. They want lifestyle, opinions, culture, the whole person.”
For brands, take note that the ROI on genuine connection far exceeds heavily scripted campaigns.
The rise of inclusive, social sport
Record attendances, landmark broadcasting deals, and surging investment in women’s football this year cements this shift to a more inclusive, mainstream sports landscape.
Recreational running clubs, accessible climbing walls, these are growing trends that point towards the same movement – inclusive sporting experiences that prioritise fun and community. Sport is becoming social again, lowering barriers and expanding who gets to play.
Tennis’ more sociable younger sibling, padel has seen UK participation soar by over 2,500% since 2019. The sport is usually played in doubles in a much smaller enclosed court, so it’s more accessible to beginners, more social and less physically demanding.
Brands that create accessible, community-driven experiences will capture the next generation of sports enthusiasts who value participation and belonging.
Hybrid sports experiences
In 2026, expect sports brands to blur boundaries with cross-discipline experiences that feel entirely new, just as we did for our client Merrell with Trail Sonified.
Merrell’s Trail Sonified event at Love Trails festival was rooted in music and powered by the trail. Through data sonification, we transformed runners’ Strava stats into a living soundtrack, using distance, elevation and duration to shape the music, and packaged it all with a distinct visual identity.
The rigid categories that once defined athletics are giving way to creative experimentation as competition meets culture.
Sportswear is evolving too, with high-performance pieces seamlessly transitioning from hike to office. Functional, sustainable materials like Merino and Tencel blends are leading this sophisticated new wave of activewear.
For brands, know that the most innovative sports marketing in 2026 will lean into hybrid experiences.
Sustainability as standard
Athletes and audiences alike are demanding transparency on environmental impact, and the industry is responding with measurable commitments.
Our client E1, the all-electric powerboat racing series, exemplifies this shift with its Blue Impact Programme to actively restore marine ecosystems. From carbon-neutral events to kit made from recycled materials, major sports brands are focusing on sustainability metrics alongside traditional performance statistics.
As a result, brands’ sustainability credentials must be as prominent as performance specs, as those that lead on environmental transparency will capture the next wave of conscious consumers.
These five trends point to a future where sport is more accessible, connected and conscious. At Brandnation, we’re helping brands like Columbia, Merrell and E1 navigate this transformation, creating campaigns and experiences that connect with audiences in meaningful, measurable ways.
Interested to know more about our sports marketing work?
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
