Top 65 Sports Trends in July

The top July 2024 sports trends showcase the skyrocketing appeal of pickleball alongside innovative products and activations designed to cater to the enthusiastic community of football fans.

Pickleball is attracting an increasing number of players with its accessible yet competitive nature. As such, public clubs, expansive new facilities and high-performance gear, as well as events and contests are emerging to enhance the on-court experience.

Brands and retailers around the world are supporting football fans who can't tear themselves away from the action with everything from in-store fan zones to screening rooms for a couple's wedding day. To account for the large amounts of beer spilled during the excitement or anguish of a match, Heineken created a beer-proof Pint-cho to protect spectators from splashes, as well as HeineCare to replace a spilled pint for free.