--- title: "Sports Events 2027–2028: Dates and Campaign Ideas" description: "Sports events 2027 and 2028 with verified dates and hosts, plus campaign ideas for non-sponsors: prediction games, quizzes and skill games, no ambush risk." url: https://scratcher.io/blog/sports-events-2027-2028-campaign-ideas language: en --- # Sports Events 2027 and 2028: Dates and Campaign Ideas for Brands The major tournaments of 2027 and 2028 with verified dates and hosts, ten campaign ideas, and how to stay clear of ambush marketing if you are not a sponsor. Henrik Lund 10 min read August 6, 2026 ![Sports Events 2027 and 2028: Dates and Campaign Ideas for Brands](https://scratcher.io/img/containers/assets/blog/covers/sports-events-2027-2028-campaign-ideas.webp/48425e86e647a1d789bae5b85ac92f0b/sports-events-2027-2028-campaign-ideas.webp) The big sports events of 2027 and 2028 include the IHF Men's Handball World Championship in Germany (January 2027), the FIFA Women's World Cup in Brazil (June to July 2027), the Rugby World Cup in Australia and the ICC Men's Cricket World Cup in southern Africa (both autumn 2027), UEFA EURO 2028 in the UK and Ireland (June to July 2028) and the Summer Olympic and Paralympic Games in Los Angeles (July to August 2028). The best campaigns around them are prediction games, daily quizzes and skill games with leaderboards. Unless you are an official sponsor, use generic wording and no official names, logos or marks. Major tournaments are some of the few moments when millions of people care about the same thing at the same time. For brands, that is a chance to give fans something to do between matches, and to collect sign-ups and consent while attention is high. This guide gives you the verified dates and hosts, what to know about ambush marketing, and ten campaign ideas with the right format and channel for each. ## Major Sports Events in 2027 and 2028 | Event | Dates | Host | | --- | --- | --- | | IHF Men's Handball World Championship | 13 to 31 January 2027 | Germany ([IHF](https://www.ihf.info/media-center/news/match-schedule-confirmed-2027-ihf-mens-world-championship)) | | American football final ("the big game") | Sunday 14 February 2027 | Los Angeles area ([host committee](https://lasuperbowlhc.com/)) | | FIFA Women's World Cup | 24 June to 25 July 2027 | Brazil ([FIFA](https://ipt.fifa.com/media-releases/fifa-womens-world-cup-brazil-2027-dates-confirmed)) | | Men's Rugby World Cup | 1 October to 13 November 2027 | Australia ([World Rugby](https://www.rugbyworldcup.com/news/981084/australia-preparing-for-a-nationwide-festival-of-rugby-as-seven-host-cities-confirmed)) | | ICC Men's Cricket World Cup | 2 October to 21 November 2027 | South Africa, Zimbabwe and Namibia ([ICC](https://www.icc-cricket.com/media-releases/icc-men-s-cricket-world-cup-2027-schedule-revealed-and-ballot-system-opens)) | | American football final | February 2028 | Atlanta ([NFL](https://www.nfl.com/news/mercedes-benz-stadium-in-atlanta-to-host-super-bowl-lxii-in-2028)) | | UEFA EURO 2028 | 9 June to 9 July 2028 | England, Republic of Ireland, Scotland and Wales ([UEFA](https://de.uefa.com/euro2028/news/029f-1f2f36424d97-2486810a0d57-1000--euro-2028-tournament-schedule-confirmed-when-and-where-a/)) | | Summer Olympic Games | 14 to 30 July 2028 | Los Angeles ([LA28](https://la28.org/en/newsroom/LA28_Announces_Games_Dates.html)) | | Summer Paralympic Games | 15 to 27 August 2028 | Los Angeles ([LA28](https://la28.org/en/newsroom/LA28_Announces_Games_Dates.html)) | There are no Winter Olympics in this period: they took place in 2026 and the next ones are in 2030. For ideas around the American football final, see our [Super Bowl campaign ideas](https://scratcher.io/blog/super-bowl-campaign-ideas). Add your own national leagues, cup finals and local derbies, which often matter more to your customers than a global event. Our free [marketing calendar](https://scratcher.io/marketing-calendar) helps you plan around them, and our guide to [key moments for sports campaigns](https://scratcher.io/blog/key-moments-to-launch-gamified-campaigns-in-sports) covers the season around these peaks. ### Time zones change everything Matches in Brazil fall in the European evening or night. Evening matches in Australia fall in the European morning, while they are prime time in Australia, New Zealand and much of Asia. Many evening sessions at the Los Angeles Games will be in the middle of the night in Europe. Plan your daily prediction deadlines and emails around when your audience actually watches, not around the host's schedule. ## Ambush Marketing: What Non-Sponsors Need to Know Official sponsors pay a lot for the right to use event names, logos and other marks, and organisers protect those rights hard. "Ambush marketing" is when a brand tries to link itself to an event without being a sponsor. Some of it is illegal, and the rest can still lead to complaints and takedowns. Some rules are written into law: - In Scotland, the [UEFA European Championship (Scotland) Act 2026](https://www.legislation.gov.uk/asp/2026/4/contents) bans unauthorised advertising and outdoor trading within designated event zones around EURO 2028, with penalties for breaches. - In the US, [federal law](https://www.law.cornell.edu/uscode/text/36/220506) gives the US Olympic and Paralympic Committee exclusive rights to words such as "Olympic" and "Paralympic" and to the Olympic symbols, and lets it sue over unauthorised commercial use. Other host countries have their own rules, and organisers publish brand protection guidelines for each event. Read them before you plan. Practical guidance for brands that are not official partners: - **Use generic wording.** "The summer of football", "the big tournament", "the rugby autumn", "the summer of sport". Avoid official event names, years combined with event words, and slogans that echo official ones. - **No official marks.** No logos, mascots, trophies, official emblems, typefaces or look-alikes. - **Never suggest a partnership.** Do not use words like "official" or imply you are linked to the organiser, a team or a federation. - **Be careful with tickets as prizes.** Ticket terms can restrict resale and use in promotions. Check them before you promise tickets. - **Celebrate your own fans and sport.** Your customers' predictions, your local club, your own athletes or ambassadors are safe territory. If in doubt, check with your lawyer. This is one area where a short legal review before launch is well worth it. ## 10 Campaign Ideas for the 2027 and 2028 Tournaments ### 1. Match-by-match prediction game Let people predict the result of each match with [guess the result](https://scratcher.io/platform/formats/guess-the-result), close predictions at kick-off, and award points for correct results and exact scores. A [leaderboard](https://scratcher.io/platform/formats/leaderboard) keeps them coming back for the whole tournament. Read our full guide to [prediction game marketing](https://scratcher.io/blog/prediction-game-marketing). ### 2. Daily quiz through the tournament A [campaign calendar](https://scratcher.io/platform/formats/campaign-calendar) with one door per match day, each containing a short [quiz](https://scratcher.io/platform/formats/quiz) about the sport, the host country or yesterday's matches. People return daily, and you can run a daily prize draw plus a main prize at the end. The calendar formats need the Professional plan. ### 3. Penalty or kick skill game A [hit the target](https://scratcher.io/platform/formats/hit-the-target) game styled as a penalty shoot-out, a rugby conversion or a handball throw, with the best scores on a leaderboard. Skill-based prizes avoid many of the rules that apply to chance games and betting-like mechanics. Read our guide to [leaderboard competitions](https://scratcher.io/blog/leaderboard-competition). ### 4. Pick your winner before the knockouts Before the knockout stage, ask people to pick the tournament winner and top scorer. Everyone who gets it right enters a draw at the end. This is a simple way to capture sign-ups early and give people a reason to open your emails until the final. ### 5. Player of the match vote A [vote game](https://scratcher.io/platform/formats/vote-game) after each match, where fans pick the best player or the best moment, works well on social media and in newsletters. Use player names only in a factual, editorial way and do not use their images without rights. ### 6. Watch-party QR codes in bars, shops and offices Put QR codes on screens, tables and posters where people watch together, made with our free [QR code generator](https://scratcher.io/qr-code-generator). A half-time [scratch card](https://scratcher.io/platform/formats/scratch-card) with a code for the next visit drives return visits. Read more about [QR codes in store](https://scratcher.io/platform/qr-codes). ### 7. Sponsor activation for clubs and federations Clubs and national federations can give their own sponsors visibility with branded quizzes and games around the tournaments their players take part in. The Danish handball club Aalborg Håndbold runs matchday quizzes on arena screens to add value for sponsors, with [1,000 participants in a matchday quiz](https://scratcher.io/customers/leveraging-sponsorships-for-success-aalborg-handball-winning-strategy). Read our guide to [gamification for sporting events](https://scratcher.io/blog/gamification-strategy-for-sporting-events-marketing-that-moves-the-crowd). ### 8. Workplace tournament game for B2B A free prediction game for clients and partners, with a leaderboard per company, is a friendly B2B touchpoint during a summer tournament. Keep it free to enter and avoid anything that looks like a paid office sweepstake. ### 9. Learn the sport quiz for new fans Many people only follow a sport during a big tournament: rugby, cricket or handball can be new to them. A [quiz](https://scratcher.io/platform/formats/quiz) or [video quiz](https://scratcher.io/platform/formats/video-quiz) that explains the basic rules welcomes newcomers, and is especially useful for brands in markets where the sport is not mainstream. ### 10. Women's football and Paralympic sport The FIFA Women's World Cup and the Paralympic Games deserve campaigns of their own, not a footnote. A quiz about the players' achievements, or a vote on the best moment, shows that you follow the sport seriously. Feature athletes only with permission. ## Prizes That Fit Sports Tournaments - A TV, projector or speaker for match days - Sports gear from your own range (not unlicensed team merchandise) - A watch-party kit with food and drinks - Experiences with your own club or ambassadors - A discount for everyone who played, sent after the final Use our [prize odds calculator](https://scratcher.io/prize-odds-calculator) if you combine instant prizes with a final draw, and the [competition terms generator](https://scratcher.io/competition-terms-generator) to draft the terms. ## Sign-ups, Consent and Local Rules - Ask for an email or phone number to enter and to tell people their score. One entry per email or phone number keeps a prediction game fair, and Scratcher also blocks throwaway email addresses. - Make newsletter consent a separate, unticked checkbox. Our [consent text generator](https://scratcher.io/consent-text-generator) helps you word it. - Keep entry free, with no purchase or stake. Prediction games can come close to betting, and rules on prize promotions and gambling differ between countries. Check local rules before you launch. - For iGaming brands, separate rules on gambling advertising apply. For the basics, read [how to run an online competition](https://scratcher.io/blog/how-to-run-an-online-competition) and our guide to [competitions and GDPR](https://scratcher.io/blog/competitions-and-gdpr). ## What to Measure - Sign-ups and opt-in rate - Return rate: how many people played on more than one match day - Leaderboard activity and shares - Email opens during the tournament compared with normal weeks - Sales or code redemptions on match days and after the final ## FAQ ### What are the biggest sports events in 2027? The IHF Men's Handball World Championship in Germany (13 to 31 January), the FIFA Women's World Cup in Brazil (24 June to 25 July), the Men's Rugby World Cup in Australia (1 October to 13 November) and the ICC Men's Cricket World Cup in South Africa, Zimbabwe and Namibia (2 October to 21 November). ### What are the biggest sports events in 2028? UEFA EURO 2028 in England, the Republic of Ireland, Scotland and Wales (9 June to 9 July), and the Olympic Games (14 to 30 July) and Paralympic Games (15 to 27 August) in Los Angeles. ### Can I mention the World Cup or the Olympics in my marketing if I am not a sponsor? Factual mentions are different from promotional use, and the rules vary by country. Event names, logos and other marks are protected, and some countries have specific laws for major events. Use generic wording, no official marks and no suggestion of a partnership, and check with your lawyer. ### What is ambush marketing? It is when a brand links itself to an event without being an official sponsor, for example by using event names, logos or imagery, or by suggesting a partnership. Depending on the country, it can break trademark law or event-specific laws. ### Which campaign works best during a tournament? A match-by-match prediction game with a leaderboard keeps people engaged for weeks. Add a daily quiz for variety, and a skill game if you want to avoid chance-based mechanics. ## Plan Your 2027 and 2028 Tournament Campaigns Big tournaments come with fixed dates, so you can plan months ahead. Explore all our [game formats](https://scratcher.io/platform/formats), try them in a [free 14-day trial](https://scratcher.io/get-started), or [book a meeting](https://scratcher.io/book-a-meeting) to plan your tournament campaign with us. *This article is general information, not legal advice.* Henrik Lund Co-founder, Scratcher Henrik Lund co-founded Scratcher in Copenhagen in 2017 and has helped brands build interactive campaigns ever since. [Seasonal Marketing](https://scratcher.io/blog)[Sports](https://scratcher.io/blog) Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. 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