Own the Moment, Reach the Fans

2026 brings a packed calendar of major sporting events, from the FIFA World Cup to the Women’s Six Nations. These moments do more than fill stadiums, they influence how people move through cities, where they gather and how they spend their time, creating clear windows of heightened attention.

Our Giant Posters allow brands to step into these environments, showing up along fan journeys, near viewing destinations and within social hubs, right as anticipation builds and energy peaks.

From sponsorships to ambassadors, pre match pints to post match burgers, the most effective campaigns are the ones that feel part of the moment.

With that in mind, I’ve taken a closer look at three key locations where our sites sit at the heart of fan culture.

Twickenham, built for big match moments

Few places deliver sporting energy like Twickenham on a match day.

As the home of England Rugby, it attracts tens of thousands of fans for every fixture, with crowds moving through the area hours before kick-off and long after the final whistle. April marks a key moment in the calendar, with the Women’s Six Nations drawing passionate crowds from across the country and building momentum around the stadium.

Positioned on our Twickenham Central banner, brands step straight into that action. Located directly opposite the station exit, the primary route to the 82,000 capacity stadium, it captures fans at a key moment of arrival, delivering scale, visibility and impact when attention is at its peak.

Shoreditch, where sport meets culture

Shoreditch offers a different kind of sporting moment, one shaped by culture, nightlife and social behaviour.

When major events land, the area transforms into a network of viewing spots, with over 90 bars and pubs creating a shared fan experience that extends well beyond a single venue. Energy moves through the streets as people circulate between locations, turning the whole area into a live, social environment.

With seven of our iconic Giant Posters across Shoreditch, brands can position themselves directly within that movement, reaching audiences as they navigate between venues and naturally becoming part of the moment.

Soho, day to night impact

Soho brings consistency. From day through to late night, it delivers one of the most concentrated and continuous audiences in London.

During major sporting moments, it becomes a natural gathering point, with fans watching, reacting and celebrating together in real time.

For brands, this means sustained visibility on our Soho Theatre banner, where attention builds throughout the day and carries into the night.

The opportunity

Sport creates moments, but it is the environment around them that defines how people experience them.

Our Giant Posters position brands where audiences are already engaged and emotionally invested.

Show up in the right place, at the right time, and become part of the moment.

– Grace Jennings, Senior Account Manager