POV in the Press: Marketers target opportunities in an expected bonanza year

In a January 19, 2026 SBJ Marketing article, columnist Terry Lefton discusses the overwhelmingly positive outlook for the sports marketing economy with the U.S. playing host for the FIFA World Cup this year, including interviews sports marketing agency experts including POV’s Founder & CEO Molly Arbogast.

Marketers target opportunities in an expected bonanza year

Some of the most positive industry types have been touting 2026 as the greatest and largest cash register ring ever. Every sports/experiential agency is prepping for that forecast. Is there a reason for that degree of boundless optimism beyond the impact of the FIFA World Cup back in the U.S. for the first time in 32 years, followed in 2028 by the first U.S. Olympics since the 2002 Winter Games in Salt Lake City?

Of course, they get paid to think that way, right?

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There’s never been more soccer and soccer-adjacent marketing inventory for sale as there is now.

“Every brand wants to be connected to the World Cup in some way, but we are being sure to ask them, ‘OK, but what are you doing July 20th when it’s over?” said Molly Arbogast, whose POV Sports Marketing has brand clients including Wawa and Rothman Orthopaedics.

“It’s a different environment than I can remember in my 30 years. You’ve still got some predicting a market correction, but most brands are moving forward. So, I would tell you that 2026 seems alive and well. Premium hospitality doesn’t seem to have any [price] ceiling, which is testimony to how important experience has become and remains across the industry.”

Read the full story on SBJ.com. Subscription required.