by Andy McDonald, Senior Vice President of Government Affairs, OAAA
Over the next few years, the convergence of three major global sporting events—the FIFA World Cup (2026), the Super Bowl (annually) and the Summer Olympics (2028 in Los Angeles)— will have a significant impact on the U.S. advertising industry, with out of home set to experience the most profound impact. These events will drive unprecedented demand for high-visibility placements and accelerate innovation in digital formats, while also prompting heightened regulatory scrutiny in host cities.
Controlled Areas, Clean Zones and Clean Venues
Controlled Areas, Clean Zones or Clean Venues are geographic zones around official venues where only authorized sponsors may advertise. These zones are designed to protect official partners from ambush marketing and unauthorized commercial presence. For advertisers, this means navigating complex permitting processes and potentially being excluded from high-traffic areas unless affiliated with the event.
FIFA World Cup 2026
With matches hosted across 11 U.S. cities (10 of which are in the top 20 DMAs), the World Cup will bring international brands and massive foot traffic to urban centers. OOH advertisers will benefit from increased exposure opportunities, particularly near stadiums, fan zones and transit hubs. However, FIFA’s strict sponsorship rules and enforcement of Controlled Areas limit access for non-affiliated advertisers in these key areas.
Super Bowl
As the most-watched annual sporting event in the U.S., the Super Bowl continues to be a driver of OOH innovation. Host cities typically see a surge in experiential activations, branded murals, and digital billboards. Advertisers will increasingly leverage data-driven targeting and augmented reality to stand out in saturated environments. The NFL’s own branding restrictions within Clean Zones may influence placement strategies near official venues.
Summer Olympics 2028 (Los Angeles)
The Olympics will transform Los Angeles into a global media hub. OOH advertisers will face both opportunity and constraint: while the city’s infrastructure upgrades and international attention will boost impressions, the International Olympic Committee (IOC) enforces strict advertising rules, including Clean Venues where only Olympic sponsors are allowed. Expect a rise in programmatic DOOH (digital out of home) and creative campaigns that align with Olympic values without infringing on official marks.
The next few years will be transformative for OOH advertising in the U.S., driven by global events that elevate both opportunity and regulatory complexity. Advertisers must plan strategically, engage early with local permitting authorities, and consider alternative placements outside restricted zones to maximize visibility while remaining compliant.
OAAA is evaluating these practices and potential legal challenges regarding these restricted areas. This in-depth analysis will be published in the upcoming Fall Legal Report in early October.
About OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 800 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. To learn more, visit oaaa.org.
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