HK's shifting sports habits unlock new opportunities for advertisers

As the 2026 Winter Olympics approach, a growing wave of sports enthusiasm and digital consumption habits among Hong Kong audiences is creating a powerful opportunity—for advertisers.

According to new global research from The Trade Desk Intelligence and Appinio, Hongkongers are not only shifting their sports viewing to streaming platforms, but they’re also increasingly receptive to brands that show up in premium sports environments.

For advertisers, sports are proving to be more than entertainment—they’re a trust-building platform. Over half of Hong Kong viewers believe that brands advertising in sports are more credible. The report found that 66% of Hongkongers are more likely to notice a brand that advertises with their favourite teams, athletes, or leagues.

Over half (56%) say they are more likely to seek more information about a product seen during a sporting event, while 50% say they are more likely to consider purchasing from a brand that advertises in sports.

This data underscores that advertising within sports—especially global events such as the Winter Olympics—is an authentic, high-impact way for brands to connect with passionate, engaged audiences.

With more viewers shifting away from traditional TV, advertisers need to follow the audience. Sports fans in Hong Kong are increasingly consuming live games via YouTube (47%), online video (26%), and connected TV (23%). This multi-platform behaviour opens new doors for programmatic advertising, allowing brands to reach viewers with tailored messages in real time.

The Olympics remain a highlight for Hong Kong audiences. 62% plan to follow the 2026 Winter Games, with 68% intending to watch live—a key window where attention is not only high, but also emotionally invested.

Figure skating stands out as the most popular Winter Olympics event across all demographics, followed by speed skating, freestyle skiing, ice hockey, snowboarding, and short track speed skating. Yet, most Hongkongers don’t regularly watch these sports outside of the Olympic season—making this a rare moment of mass engagement that advertisers can’t afford to miss.

When not watching Winter Olympic games live, individuals are consuming content via other channels. Fans are tuning into more than just the winter games live, including highlights (69%), relay games (44%), sports news (43%) and discussion forums (36%).

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