Sports Events: How to Maximize Traffic and Conversions

Every year, major sports events like the FIFA World Cup, the Champions League, the Super Bowl, or the Indian Premier League ignite waves of user engagement across the globe. For performance marketing experts, this presents a golden opportunity to capitalize on emotional intensity and fan loyalty, ultimately driving a higher conversion rate and revenue.

Whether you're promoting iGaming, VPNs, utilities, or eCommerce, syncing your campaigns with these peak engagement moments can be a game-changer. In this article, we break down how to deal with sports traffic and affiliate programs, optimize your CPA campaigns, and get the most from every impression and click.

Why sports events amplify affiliate marketing results

During major sports events, the audience is highly engaged with apps, streaming platforms, and betting websites. There are several reasons why traffic is booming:

1. Massive high-intent audiences. Sports fans are emotionally involved in sports games and all related activities. Hence, they are hyperactive online: ready to click, sign up, or buy.

2. Predictable traffic spikes. Unlike seasonal trends, major tournaments follow fixed schedules. Advertisers can prepare CPA campaigns in advance to capture traffic spikes during key moments (e.g., finals or rival matches), ensuring maximum impact.

3. Time-sensitive offers perform better. Limited-time promotions (e.g., "Bet now before kickoff!" or "Exclusive betting offer during the match!") drive faster decisions. Urgency and FOMO (fear of missing out) push users to convert immediately rather than delaying.

4. Cross-vertical performance. Not only does iGaming get a lift during sports events, but other verticals like VPN and utilities are also on the rise. If your offer aligns with their interests (betting, merchandise, VPNs for streaming), conversion rates improve because the audience is already primed for related actions.

5. Increased search. During matches, users actively browse sports news, stats, live streams, and betting platforms. This surge in online activity means more ad impressions, higher Click-Through Rate (CTR), and better conversion rate opportunities.  

6. Social and community influence. Sports events spark discussions on social media, forums, and messaging apps. When users see peers engaging with an offer (e.g., betting tips or fan promotions), they’re more likely to follow suit due to social proof.

Top performance marketing verticals

Source: adjust

Sports marketing is not only about iGaming – let’s take a closer look at all verticals that get a boost during major tournaments and matches.

Gaming & Betting

This is the most obvious winner, as fans actively look for ways to engage with the event beyond just watching. Here, the most thriving offers are connected with:

• Sports betting (pre-match/live bets, fantasy leagues)

• Online casinos (tournament-themed slots, live dealer games)

• Predictions & tipster sites

VPN & streaming services

With geo-restricted broadcasts and premium paywalls, fans seek workarounds:

• VPNs (to access blocked streams)

• IPTV & illegal streaming platforms (high-risk but high-demand)

• Legal streaming subscriptions (e.g., DAZN, ESPN+)

Users want instant access to games and are willing to pay for tools to avoid missing out.

eCommerce & merchandise

Fans love showing team loyalty, so you can expect a high demand for fan gear (jerseys, scarves, caps, etc.), sports equipment (e.g., balls, training gear), collectibles, and memorabilia. Emotional connection to teams drives impulse purchases.

Other verticals

Surprisingly, the Nutra vertical is also quite popular for traffic arbitrage during sporting events.  Fans need an energy boost during late-night viewing sessions, so they buy energy boosters and nootropics. Male-dominated audience also searches for vitamins and food supplements, being in a performance-driven mindset.

On top of that, advertisers can successfully work with betting offers in the Finance and Trading verticals. For example, with crypto betting and fan tokens (Chiliz, Socios.com). Sweepstakes and giveaways will also work well if you come up with free bet offers, "Predict the score" contests, and VIP ticket giveaways.

Most suitable sports for monetization

Source: mightytips

1. Football (Soccer)

Undoubtedly, this is the world’s most popular sport with massive fan bases across all continents. The highest emotional engagement is witnessed during tournaments like the World Cup, UEFA Champions League, and domestic leagues (e.g., Premier League, La Liga) – it’s the prime time for betting campaigns.  

While football is popular pretty much everywhere, the best GEOs are:

• Europe (UK, Germany, Spain, Italy) – these Tier-1 geos have high betting activity and premium CPMs.  

• Latin America (Brazil, Argentina, Mexico). Here you can find passionate fans with strong iGaming demand.  

• Africa (Nigeria, South Africa, Egypt) is a rapidly growing mobile betting market.  

• Asia (India, Vietnam, Indonesia) presents emerging markets with rising disposable income.  

2. Cricket  

This sport dominates in Commonwealth countries, with events like the ICC World Cup and Indian Premier League (IPL) driving huge traffic. Because of long match durations you can organize lasting advertising campaigns with high ad exposure and engagement.  

Top GEOs for cricket:

• India is the largest cricket audience, so it offers high conversion rates for betting and streaming offers.  

• Pakistan also has a strong fan base, especially for the PSL (Pakistan Super League).  

• Bangladesh and Sri Lanka are suitable for testing thanks to affordable traffic with high volume.  

• Australia and the UK are premium GEOs with high betting spend.  

3. Basketball  

Fast-paced games and global stars (NBA) attract younger audiences. This sport is popular for live betting and merchandise sales.  

Top GEOs for basketball:

• The USA has the largest NBA-driven traffic and boasts high CPMs for sports betting and VPNs.  

• China represents a massive fan base despite regulatory challenges.  

• The Philippines is a fast-growing betting market.  

• Europe (Spain, France) features strong local leagues (for example, EuroLeague).  

4. Tennis 

Year-round tennis tournaments (Grand Slams, ATP/WTA) provide consistent traffic. This sport appeals to affluent target audience, and it’s ideal for high-ticket offers (finance, trading).  

Top GEOs for tennis:

• Western Europe (UK, France) is where Wimbledon and Roland Garros attract premium advertisers.  

• The USA hosts the US Open, which drives a lot of betting and streaming traffic.  

• Australia is a GEO where the Australian Open peaks during January.  

• India and Russia are emerging markets for tennis betting.  

5. UFC/Boxing  

High-profile fights (e.g., McGregor vs. Diaz) drive impulse betting and PPV sales. In boxing, short-duration events create urgency for conversions.  

Top GEOs for MMA and boxing:

• The USA is the largest pay-per-view market.  

• The UK and Ireland feature a strong MMA fan base.  

• Brazil and Mexico exhibit a passion for combat sports.  

Best ad formats for sports marketing

Sports events generate high-engagement traffic, so you can expect great conversion with many ad formats. This is the time when more aggressive advertising does not bother users much – vice versa, time-limited offers  on real campaign data, here are the most effective formats for sports traffic monetization:

Popunders

High-volume, low-cost traffic is ideal for mass reach during peak match times. With popunders, better direct right to a landing page – no extra clicks needed; users see the offer immediately after closing the ad. Use match-themed advertising creatives (e.g., "World Cup 2025: Claim Your Free Bet!").

In-Page 

In-Page ads are ideal for sports-related campaigns because they appear directly within website content and are not blocked by browsers, ensuring high visibility during match previews, live updates, or post-game analysis. They're especially effective during peak engagement moments like live scores (e.g., “Bet on the Wimbledon final now and get a 100% bonus on your first deposit!”).

Push notifications

For sports events marketing, push ads can generate high CTR. Messages like "Barcelona vs. Real Madrid LIVE! Bet Now!" drive instant action. Use emojis (🔥, ⚽) and team logos to boost visibility. To avoid fatigue, rotate 3-5 ad creatives per campaign.

Native ads

Natives should be used before the sports event itself – they are a perfect choice for driving organic traffic through “recommended" articles (e.g., "How to Watch the Fight for Free"). Natives also perform well for VPNs, streaming, and nutra.

How to optimize campaigns for sports events

Sports events offer a golden opportunity for affiliate marketing specialists, but only if you plan strategically. Here’s a step-by-step algorithm to maximize conversions during tournaments.

Step 1: Select the right events & timing

Source: Sport Social 

Research the sports calendar and prioritize events with high fan engagement:

• Global tournaments (World Cup, Champions League, Olympics).

• Local leagues (IPL in India, NBA playoffs in the US).

• High-stakes matches (finals, derbies, UFC title fights).

You can divide your ad campaigns into several periods:

1. Pre-event (1-2 weeks before): Warm up your target audience with teasers (e.g., "Early Betting Bonuses!").

2. During the event, ramp up bids for live matches.

3. Post-event (24-48 hours after). This is when you can retarget engaged users with recap offers.

Step 2: Choose the best GEOs

Match sports to their top markets that we’ve mentioned above. For example, football will be popular in the UK and Brazil, cricket in India and Australia. Factor in betting vertical regulations: avoid states where gambling is banned. Also, consider local payment methods (e.g., UPI in India, Pix in Brazil).

Pro tip: Test Tier 3 GEOs first (lower competition, cheaper traffic) before scaling to premium markets.

Step 3: Pick high-converting ad formats

For each sport, different ad formats work more or less efficiently. The table below lists the most suitable formats for popular sports:

Step 4: Optimize offers for the target audience

During major sporting events, you can leverage FOMO and encourage users to take action – such messages can be effective across all verticals. Here are a few examples:

🏆 Betting

1. “Bet $10 — Get $30 Free if Your Team Scores First!”

2. “Double Winnings if the Game Goes to a Penalty Shootout!”

3. “Flash Promo: 10 Free Bets for Tonight’s Game!”

🎮 iGaming

1. “$50 Bonus to Play While You Watch the Game”

2. “Live Casino Madness: Every Goal = More Spins”

3. “Halftime Hustle: 10 Free Spins for Active Players!”

🛒 eCommerce

1. “Your Team Scores = You Save 20% Instantly!”

2. “Grab snacks, merch, and more with 25% OFF”

3. “Free Shipping Until Kickoff!”

🛡️ VPN

1. “Unblock the Game – Watch from Anywhere”

2. “Half Price for VPN During Match Time Only!”

3. “Hide your IP and unlock global sports access for $.”

🧰 Utilities

1. “Protect Your Device Before Kickoff — 70% OFF”

2. “Free system cleaner — optimize in 30 seconds. Match time only.”

3. “Game Day Gift: Try premium app free for 7 days.”

Pro tip: For Tier 1 GEOs, you should focus on high-value conversions, while Tier-3 audience is susceptible to low-barrier offers (e.g., free bets, CPL).

Aside from sports-related keywords, you can add "live stream," "odds," or "exclusive bonus" to your headlines.

Step 5: Launch & test early

If you have enough time to test, start small: allocate 10-20% of the budget to experiment with creatives and offers. For example, you can perform A/B tests with creatives (team logos vs. star players) and landing pages (bonus-focused vs. registration-focused). Use Smart CPM bidding to auto-optimize for conversions.

Track KPIs: if CTR is too low, tweak the offer. 

Step 6: Scale & optimize in real-time

Here’s what you can do to keep constantly improving your sports betting affiliate marketing:

• Launch wide – collect data on placements, devices, and times. You will also discover where the traffic quality is better.

• Increase bids and scale high-performing GEOs/formats. Use whitelists to double down on top-performing placements and blacklist underperformers with low CTR.

• Refresh creatives every 3–4 days and update them to match outcomes (for example: "Congrats, [Winning Team] Fans! Claim Your Bonus!").

• Monitor hourly performance. Football has spikes 1–2 hours before matches, halftime, and 15 mins after the final whistle, so adjust bid intensity accordingly.

• Increase budgets by 30–50% for the final days.

• After the event, retarget engaged users with follow-up offers. Analyze the results to refine future campaigns.

• Don’t forget about mobile optimization of landing pages – it is critical for pretty much every geo.

Summing Up

Sports events present a brilliant opportunity for affiliate marketing experts because fans are a super-engaged audience who is ready to invest heavily in emotions. To reach maximum Return on Investment (ROI), follow our pro tips and start preparing for events as early as you can. Combine ad formats and localize creatives, and stay agile – correct your creatives and bids in real time. Sports are for proactive people, so should be your campaign strategy!

Go faster, higher, stronger with EVADAV – contact your dedicated manager to get guidance for your sports ad campaigns.