Jonathan Haines, Equativ discusses how affiliate and performance marketers can now use sports – and not just live broadcasts – to reach highly engaged audiences.
The FIFA World Cup 2026 was one of the biggest sporting events in global history.
Traditionally, breaking through in sports meant dropping a massive budget on TV for a 30-second spot. But that is no longer the case.
The rise of fandom – alongside channels such as social media and connected TV (CTV) – has opened doors for affiliate and performance marketers, who historically would have stayed away from live sports.
Jonathan Haines, managing director at Equativ, sits down with Affiliate Leaders’ editor, Jyoti Rambhai, at this year’s Cannes Lions, for an exclusive chat about how engaging with sports fans has moved beyond just the live matches.
Haines highlights how “there’s around three hours of non-live sports content viewed per week”, across social media and streaming platforms like Netflix and Amazon Prime.
With that comes more opportunties, both from a brand awareness and performance perspective to drive clicks and conversions.
Watch the full interview below.
