Silverpush, a global contextual intelligence company, is stepping up its expansion in Australia by putting sport at the heart of its advertising approach, helping brands connect with fans during the country’s most high-impact sporting moments in 2026.
With sports consumption becoming increasingly multi-screen, mobile-led, and driven by real-time social engagement, Silverpush is enabling advertisers to move beyond conventional sponsorship models. Instead, brands can align with the moments, emotions, and conversations that truly capture fan attention.
Sports viewing habits across Australia and New Zealand have evolved significantly. Industry data shows that 83% of sports viewers now use a second screen while watching live matches, while 82% actively engage on mobile devices during games—following highlights, commentary, and social reactions. Among Gen Z audiences in particular, short-form clips, fan reactions, and post-match analysis are often more engaging than full-length live broadcasts.
Responding to this shift, Silverpush has introduced a sports-led contextual intelligence suite designed to help brands stay relevant throughout the entire sports moment lifecycle. Rather than targeting broad sports audiences, advertisers can activate campaigns around specific match moments, emotional highs, trending discussions, and fan-generated content across platforms such as YouTube, Meta, TikTok, connected TV, and the open web.
At the core of this strategy is Mirrors, Silverpush’s AI-powered contextual intelligence engine. The platform allows brands to appear in high-intent sports environments including previews, highlights, expert commentary, athlete-led content, and fan reactions. Short-form video formats help deliver scale and immediacy, while long-form sports content supports deeper engagement, recall, and sustained brand impact.
Silverpush has also developed a dedicated sports activation framework that supports brands before, during, and after major sporting events. Pre-event strategies focus on building anticipation through squad announcements, predictions, training updates, and trending fan conversations. During live events, brands can activate around emotionally charged moments such as goals, wickets, penalties, or decisive plays. Post-event, campaigns can continue through highlights, analysis, memes, and ongoing fan discourse.
To further enhance engagement and conversion, Silverpush is introducing an AI-powered sports agent that enables brands to interact with fans during peak moments of interest. This capability allows users to explore products, offers, or next steps while emotional engagement is highest—turning attention into action without interrupting the fan experience.
Looking ahead, Silverpush is preparing customised sports packages and contextual audits for Australia’s biggest sporting events in 2026. These include the Australian Open, Formula 1 Australian Grand Prix, AFL and NRL seasons and finals, State of Origin, FIFA World Cup, Winter Olympic Games, Melbourne Cup Carnival, UFC events in Australia, international cricket tours, and the ICC Women’s T20 World Cup.
“The biggest sports moments are unpredictable, but how brands show up does not have to be,” said Jarryd Gaggin, National Sales Director for Australia at Silverpush.
“With our sports suite, we help brands appear in moments of peak emotion and attention, whether they are supporting a sponsorship or tapping into sports culture without the sponsorship price tag.”
Over the past 18 months, Australia has emerged as one of Silverpush’s fastest-growing markets in the APAC region, with more than 120 campaigns delivered across FMCG, retail, automotive, travel, health, and sports categories. As sports audiences continue to fragment across platforms, Silverpush remains focused on helping brands convert fleeting sports moments into lasting brand impact through intelligence-led, real-time activation.
