2026 Sports Events Calendar

Sports events consistently trigger spikes in user activity. During major matches, interest in apps rises, competition for attention increases, and the likelihood of conversions goes up — which is why performance graphs almost always trend upward during these periods.

If you haven’t previously tracked the connection between traffic surges and sports events, that’s completely normal. Many marketers miss these opportunities simply because they don’t have the key dates at hand.

We’ve gathered everything that impacts your performance

To help simplify campaign planning and make it easier to leverage these opportunities, we created the 2026 Sports Events Calendar, collecting all the dates worth considering when preparing your launches.

You can explore the calendar here: open the Sports Calendar

The calendar will help you:

– identify the most profitable sports periods
– launch campaigns during high-demand moments
– prepare creatives and funnels in advance
– scale more efficiently during traffic growth spikes

Recommendations from our manager

Additionally, our manager suggests focusing on several events that have a particularly strong influence on demand and audience activity:

If you need a more detailed strategy or support in choosing formats, GEOs, or optimal settings for sports-driven peaks, the Kadam team is always here to help.