If your venue only shows sport on free-to-air channels like BBC and ITV, 2026 is shaping up to be one of the biggest years you can take advantage of.
Some of the world’s most-watched sporting events will be broadcast free-to-air, attracting audiences in the millions and giving pubs, bars and social clubs the chance to create genuine big-event atmospheres, without the cost of Sky or TNT Sports.
For venues, that means a chance to bring in new faces, keep regulars around longer, and turn key fixtures into proper trading moments. But here’s the part that still gets missed far too often…
People won’t come just because a game is happening. They come because they know it’s happening at your venue.
Whether it’s a once-in-four-years World Cup match or a reliable Saturday afternoon international, promoting what’s on your screens is what turns free-to-air sport into footfall.
Below is a breakdown of the biggest free-to-air sporting moments to watch out for in 2026, the fans they attract, and why advertising your coverage is what makes the difference.
June - July 2026 | BBC & ITV
The standout event of the year.
The 2026 FIFA World Cup will be the first ever 48-team tournament, hosted across the USA, Canada and Mexico, and it’s set to dominate the sporting conversation all summer long.
With England and Scotland already in the draw, and Wales, Northern Ireland and the Republic of Ireland all still firmly in contention, interest will run right across the home nations - giving venues multiple nations, narratives and fanbases to tap into.
Group stages, knockout fixtures and the final will all be shown live on free-to-air TV. World Cups consistently draw in casual fans, lapsed fans and even non-football fans alike. They’re social, communal and perfect for venues.
While North American kick-off times mean many fixtures will fall in the evening and late at night, this is a small operational challenge that’s been actively addressed, with the government confirming that pubs will be allowed to stay open until 2am when the home nations are playing. This gives venues the flexibility to host the biggest games properly, rather than cutting nights short.
FANZO search data from previous major summer tournaments shows demand builds earlier than many venues expect. Smaller search volumes typically start from April, with a clear ramp-up around 7 days before the opening fixture, followed by a huge spike in the 24 - 48 hours before a home nation game.
That makes visibility across the entire build-up crucial. Venues that start talking early (fixtures listed, bookings open, plans shared) are best placed to capture early planners, then really win in the final week and during that high-intent 24–48 hour window when fans are actively deciding where to watch.
Group stages also mean repeat visits. Fans don’t just come once - they come back again and again across weeks. For venues that promote early and clearly, this can be one of the biggest trading periods of the year.
February - March 2026 | BBC & ITV
The Six Nations remains one of the most reliable free-to-air crowd-pullers on the calendar.
Because these fixtures feel familiar, many venues assume people will just “know” they’re showing them. In reality, fans still search for where to watch, particularly when choosing between multiple venues.
Promoting your Six Nations coverage helps you win that decision and turns winter weekends into consistently strong trading opportunities.
March - April 2026 | BBC & ITV
The Women’s Six Nations continues to grow year on year, driven by the Red Roses’ success and increasing mainstream coverage.
What makes this tournament especially valuable for venues is the lack of competition. Fewer pubs actively promote women’s fixtures, which means those that do face less noise and more visibility.
Men’s rugby fans are tuning in alongside a growing women’s audience, making this an opportunity to bring existing regulars through the door more often and attract new ones who are actively searching for places showing the games.
July & November 2026
Previously part of the Autumn Internationals on TNT Sports, the newly branded Nations Championship will now be shown on free-to-air TV, featuring major international rugby fixtures in July and November, with the finals weekend taking place in London at the end of November.
International rugby consistently performs well on FANZO, particularly home nations teams, but also countries with large expat communities such as Australia, South Africa, and New Zealand.
Why venues should take note:
Promoting these fixtures is crucial: fans will only turn up if they know your venue is showing the games. With strong national interest, repeat visits, and the chance to capture rugby fans seeking reliable viewing spots, the Nations Championship offers a significant trading opportunity for venues both in summer and late autumn.
June - July 2026 | BBC
With millions tuning in every year, and finals regularly drawing huge attention, Wimbledon attracts viewers who might not watch any other live sport. Afternoon sessions, relaxed viewing, and a summer atmosphere make it a perfect opportunity to bring in a different crowd.
FANZO search data shows that final stages of major tournaments get more searches than you might expect. For example, last year the Alcaraz v Sinner Grand Slam finals appeared as the most-searched fixtures of the week three times, showing that marquee match-ups generate huge interest.
Venues that advertise their coverage can position themselves as the place to spend a summer afternoon or settle in for a big final, capturing attention when fans are actively searching for where to watch.
July 2026 | Channel 4
The British Grand Prix is one of the most-watched motorsport events in the UK and is broadcast live on free-to-air TV on Channel 4.
FANZO data shows that last year Silverstone was by far the most searched-for fixture on the platform during the week it took place, highlighting the strong national interest.
F1 attracts a passionate and engaged audience, many of whom are happy to stay for the full race and beyond. For venues, it offers a strong Sunday afternoon opportunity that appeals to a slightly different demographic than football or rugby, helping broaden your customer base.
Free-to-air sport removes the cost barrier but it doesn’t remove the visibility problem.
Fans don’t assume every venue is showing every game. They search online, check social channels and make decisions based on confidence.
Venues that promote their screenings early and consistently put themselves front of mind turn TV schedules into real-world footfall.
FANZO helps your venue get seen by fans searching for live sport and venues on our Free-to-Air subscription often see strong returns, with many reporting up to a 5x ROI.
With the Six Nations kicking off next week, now is the perfect time to get on top of your sport promotion and make sure fans know your venue is the place to watch.
Got a specific question? Feel free to contact one of the team directly: venues.gb@fanzo.com
