1. Super Bowl
Los Angeles
With a close score of 23-20, the Los Angeles Rams beat the Cincinnati Bengals at SoFi Stadium in the Rams’ hometown. The event was watched by 112.3 million viewers (up 14% from last year) and featured its first all-hip-hop halftime show headlined by Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar, and 50 Cent. Throughout the week leading up to the big game, brands like ESPN, Sports Illustrated, FOX, Smirnoff, Maxim, Bud Light, REVOLVE, Gillette, Hyundai, and Rolling Stone played host to their own celebratory experiences around Los Angeles. Next: Feb. 12, 2023
See more: Super Bowl LVI: 38 Event Highlights From the Biggest Parties and Brand Activations
With a close score of 23-20, the Los Angeles Rams beat the Cincinnati Bengals at SoFi Stadium in the Rams’ hometown. The event was watched by 112.3 million viewers (up 14% from last year) and featured its first all-hip-hop halftime show headlined by Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar, and 50 Cent. Throughout the week leading up to the big game, brands like ESPN, Sports Illustrated, FOX, Smirnoff, Maxim, Bud Light, REVOLVE, Gillette, Hyundai, and Rolling Stone played host to their own celebratory experiences around Los Angeles. Next: Feb. 12, 2023
See more: Super Bowl LVI: 38 Event Highlights From the Biggest Parties and Brand Activations
Photo: Richard Galvez
2. NCAA Men's Final Four
Up from #3
New Orleans
The NCAA took to New Orleans to host the 84th edition of its men’s basketball tournament at Caesars Superdome. This year’s bracket included the North Carolina Tar Heels, Duke Blue Devils, Kansas Jayhawks, and Villanova Wildcats. The final game put the North Carolina Tar Heels against the Kansas Jayhawks, with Kansas taking an unexpected lead and, in turn, taking home the championship trophy with a 72-69 win. The final game drew 18.1 million viewers, up 4% from 2021. Next: April 1 and April 3, 2023
New Orleans
The NCAA took to New Orleans to host the 84th edition of its men’s basketball tournament at Caesars Superdome. This year’s bracket included the North Carolina Tar Heels, Duke Blue Devils, Kansas Jayhawks, and Villanova Wildcats. The final game put the North Carolina Tar Heels against the Kansas Jayhawks, with Kansas taking an unexpected lead and, in turn, taking home the championship trophy with a 72-69 win. The final game drew 18.1 million viewers, up 4% from 2021. Next: April 1 and April 3, 2023
Photo: Courtesy of NCAA
3. U.S. Open Tennis Championships
Up from #4
New York
The 142nd edition of the annual tennis tournament set a new attendance record, with more than 776,000 spectators visiting over the tournament's two-week span (the previous record of 737,000 attendees was set in 2019). Poland’s 21-year-old Iga Swiatek and 19-year-old Carlos Alcaraz from Spain won the women's and men's singles titles, respectively. ESPN averaged 1.21 million viewers over the two weeks and nearly 168 hours of live coverage—up 50% from last year. Off the courts, brands like American Express, IHG Hotels & Resorts, Equinox, Rothy’s, and Evian played host to interactive experiences, cocktail parties, photo ops, and more. Next: Aug. 28-Sept. 10, 2023
See more: US Open 2022: See Inside the Events and Activations That Made a Grand Slam
New York
The 142nd edition of the annual tennis tournament set a new attendance record, with more than 776,000 spectators visiting over the tournament's two-week span (the previous record of 737,000 attendees was set in 2019). Poland’s 21-year-old Iga Swiatek and 19-year-old Carlos Alcaraz from Spain won the women's and men's singles titles, respectively. ESPN averaged 1.21 million viewers over the two weeks and nearly 168 hours of live coverage—up 50% from last year. Off the courts, brands like American Express, IHG Hotels & Resorts, Equinox, Rothy’s, and Evian played host to interactive experiences, cocktail parties, photo ops, and more. Next: Aug. 28-Sept. 10, 2023
See more: US Open 2022: See Inside the Events and Activations That Made a Grand Slam
Photo: Courtesy of American Express
4. Grey Cup
Regina, Saskatchewan
The Canadian Football League’s (CFL) 109th annual championship game drew an average audience of 3.1 million viewers during its broadcast on TSN, peaking at 4.7 million and seeing an overall increase of 7.5% from last year’s broadcast. Meanwhile, 33,350 fans gathered at Mosaic Stadium in Regina, Saskatchewan, where reigning champions Winnipeg Blue Bombers went head-to-head with the Toronto Argonauts. The Argonauts put an end to the chance of a three-peat for the Blue Bombers, defeating them 24-23. The win marked Toronto’s 18th victory, the most in the CFL. Next: November 2023
The Canadian Football League’s (CFL) 109th annual championship game drew an average audience of 3.1 million viewers during its broadcast on TSN, peaking at 4.7 million and seeing an overall increase of 7.5% from last year’s broadcast. Meanwhile, 33,350 fans gathered at Mosaic Stadium in Regina, Saskatchewan, where reigning champions Winnipeg Blue Bombers went head-to-head with the Toronto Argonauts. The Argonauts put an end to the chance of a three-peat for the Blue Bombers, defeating them 24-23. The win marked Toronto’s 18th victory, the most in the CFL. Next: November 2023
Photo: Thomas Skrlj
5. World Series
Houston & Philadelphia
Securing their second World Series Champions title, the Houston Astros defeated the Philadelphia Phillies, winning four of the six games in the championship. Upon Houston’s big win, more than 1 million fans celebrated in the Astros Parade. The 118th edition of Major League Baseball's World Series was watched by an average of 11.8 million viewers, with Game 6 being the least-watched Game 6 on record. Next: September and October 2023
Securing their second World Series Champions title, the Houston Astros defeated the Philadelphia Phillies, winning four of the six games in the championship. Upon Houston’s big win, more than 1 million fans celebrated in the Astros Parade. The 118th edition of Major League Baseball's World Series was watched by an average of 11.8 million viewers, with Game 6 being the least-watched Game 6 on record. Next: September and October 2023
Photo: Courtesy of MLB/@mlb/Instagram
6. NBA All-Star Game
Cleveland
The 71st edition of the NBA All-Star Game took place at Rocket Mortgage FieldHouse in Cleveland for the second time in its history. Team Lebron won over Team Durant on Feb. 20 in a 163-160 game. To honor the National Basketball Association’s 75th anniversary this year, the league showcased its 75 greatest players of all time during the game’s halftime. (The group was voted on before the season by a panel of media members, coaches, players, and executives.) Throughout the rest of the three-day tournament, brands like Michelob Ultra, Klarna, MTN DEW, Ruffles, and Tiffany & Co. produced exciting activations, conversations with athletes, and more. The All-Star Game and its surrounding events brought in close to $250 million in total economic impact for Cleveland.
See more: NBA All-Star Weekend 2022: See the Clever Ways Brands Engaged Basketball Fans Beyond the Court
The 71st edition of the NBA All-Star Game took place at Rocket Mortgage FieldHouse in Cleveland for the second time in its history. Team Lebron won over Team Durant on Feb. 20 in a 163-160 game. To honor the National Basketball Association’s 75th anniversary this year, the league showcased its 75 greatest players of all time during the game’s halftime. (The group was voted on before the season by a panel of media members, coaches, players, and executives.) Throughout the rest of the three-day tournament, brands like Michelob Ultra, Klarna, MTN DEW, Ruffles, and Tiffany & Co. produced exciting activations, conversations with athletes, and more. The All-Star Game and its surrounding events brought in close to $250 million in total economic impact for Cleveland.
See more: NBA All-Star Weekend 2022: See the Clever Ways Brands Engaged Basketball Fans Beyond the Court
Photo: Florian Koenigsberger
7. Formula 1 Grand Prix du Canada
New to the list
Montreal
After a two-year hiatus, the annual motor racing event—also known as the ​​Canadian Grand Prix—returned to Montreal for three days in June. The event drew 338,000 fans to the Circuit Gilles Villeneuve, where the ninth round of the 2022 Formula One World Championship culminated with 25-year-old Max Verstappen (pictured) claiming victory after completing the 70-lap race with a time of 1:21.299. The 2022 event saw its largest viewership ever, with an average of 1.7 million viewers and peaking at 2 million. Next: June 18, 2023
Montreal
After a two-year hiatus, the annual motor racing event—also known as the ​​Canadian Grand Prix—returned to Montreal for three days in June. The event drew 338,000 fans to the Circuit Gilles Villeneuve, where the ninth round of the 2022 Formula One World Championship culminated with 25-year-old Max Verstappen (pictured) claiming victory after completing the 70-lap race with a time of 1:21.299. The 2022 event saw its largest viewership ever, with an average of 1.7 million viewers and peaking at 2 million. Next: June 18, 2023
Photo: Formula 1 Grand Prix du Canada/@f1gpcanada/Instagram
8. National Bank Open
New to the list
Montreal & Toronto
Marking the 132nd edition of the men's tournament and the 120th edition of the women's tournament, this year’s National Bank Open (aka the Canadian Open or Rogers Cup) took place for a week in August as part of the U.S. Open Series. The men's tournament took place at Montreal’s IGA Stadium, while the women's tournament took over Sobeys Stadium in Toronto. Both venues saw record attendance this year. Romania’s 31-year-old Simona Halep and Spain’s Pablo Carreño Busta of the same age won the women's and men's singles titles, respectively. Next: Aug. 5-13, 2023 (Toronto) and Aug. 4-13, 2023 (Montreal)
Montreal & Toronto
Marking the 132nd edition of the men's tournament and the 120th edition of the women's tournament, this year’s National Bank Open (aka the Canadian Open or Rogers Cup) took place for a week in August as part of the U.S. Open Series. The men's tournament took place at Montreal’s IGA Stadium, while the women's tournament took over Sobeys Stadium in Toronto. Both venues saw record attendance this year. Romania’s 31-year-old Simona Halep and Spain’s Pablo Carreño Busta of the same age won the women's and men's singles titles, respectively. Next: Aug. 5-13, 2023 (Toronto) and Aug. 4-13, 2023 (Montreal)
Photo: Peter Power/Tennis Canada
