August
The World Cup might be over but that doesn’t mean that summer sports gets any less exciting.
If you’re looking to capitalize on the excitement of soccer in the U.S. post-World Cup, you have the UEFA Championship qualifies all month long. This is to determine which teams will advance to the league phase. August also has the UEFA Super Cup, the yearly competition between the winners of the UEFA Champs League and the UEFA Europa League. All of those events fall on Mon-Weds, giving you some nice early to mid-week competitions to fill out your schedule.
The Premiere League also starts their season in August and will run to about mid-May, giving your bar about 10 months of solid soccer content.
August also means NFL Preseason kicks off. The first games start on August 13th and run Weds-Friday for the rest of the month. As we often say, now’s the time to start planning how you’re going to marketing football this season. July’s for planning and August is when things come together with the preseason. If you’re looking for ideas on how to leverage football to market to fans or how to make the switch to NFL Sunday Ticket on streaming via EverPass, we just wrapped up the Football Marketing Bootcamp II webinar in June. You can watch the four sessions now on-demand.
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August 2026 Calendar | July 2026 Calendar
July
Summer is in full swing and with it is a fun array of sporting events for you and your guests to watch.
The start of July gives us the knockout rounds of FIFA 2026 World Cup. It starts with the Round of 32 at the beginning of the month, the Round of 16 and quarterfinals the second week, and then the semifinals and championship the third week. The final match is scheduled for Sunday, July 19th. Make sure fans know that you’re showing the games and that you’re easy to find by search and AI online.
July also gives us a summer classic — the MLB All-Star Game on Tuesday the 14th. Leading up the game is an array of other fun baseball events — such as the HBCU Swingman Classic, the MLB All-Stars Future Game and, of course, the Homerun Derby. These are all televised, so make sure they’re on your radar and that you’re letting guests know about it.
Then there’s the 113th Tour de France bicycle race, which spans nearly the entire month — from July 4th through the 26th — giving you daily content for your screens.
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