--- static_export_time: "2026-07-30T17:35:41+00:00" title: "How to Leverage App Store Seasonality for Sports?" description: "Capitalize on the excitement of the Summer Olympics, Euro Cup, Wimbledon, and Tour de France by leveraging app store seasonality for sports." url: "/en/aso-blog/how-to-leverage-app-store-seasonality-for-sports" locale: "en-US" image: "https://www.apptweak.com/img/2024/06/1200x627_with-title_social-media-2024-06-05T110639.155.png?auto=compress%2Cformat&q=95" --- # How to Leverage App Store Seasonality for Sports? ![Oriane Ineza](/img/2023/03/oriane.jpg?auto=format%2Ccompress&w=200&h=200&fit=crop)by  **Oriane Ineza** Content Marketing Specialist Last updated on August 29 2024 — 8 min read Summarize with AI Subscribe to our monthly newsletter Subscribe to our monthly newsletter The summer sporting season brings a wave of major events like the Summer Olympics, Euro Cup, Wimbledon, and the Tour de France, attracting sports enthusiasts worldwide. This period of heightened excitement is an opportune time for app marketers to capitalize on [app seasonality](/en/aso-blog/app-store-seasonality) for sports. During these blockbuster events, the surge in public interest can significantly enhance app visibility and drive downloads. Recognizing and leveraging this seasonality in your marketing efforts can lead to substantial growth for your app. In this blog, we’ll explore strategies to transform the increased attention on sports into more traffic for your app by effectively harnessing the power of seasonal trends. Get ready to score big! * * * ## Maximize app visibility with seasonal updates Seasonal updates are a strategic approach for maximizing app visibility and user engagement. By aligning app content and features with current events, holidays, or seasons, developers can keep their apps and games fresh and relevant. This not only enhances user experience by providing timely and contextually relevant features but also increases the likelihood of being featured in the App Store and Google Play. The current **sports season** creates prime opportunities to put your app in the spotlight in the app stores. **Streaming** , **news** , and **sports betting** apps will see increased interest, but with the Olympics and Euro Cup coming up, many people will be traveling. This opens up opportunities for travel, transportation, food, and drink apps to promote their apps in the app stores. [Check out these expert tips to align your app’s product page with seasonal offerings](/en/aso-blog/app-seasonality-trends-for-holiday-season) ## Hype for the Olympics & Euro 2024 builds up in the app stores The big sporting event of 2024 is the Summer Olympics in Paris, set to begin on July 24, 2024. Slowly, excitement for the games is building up. In the App Store, search volume for “olympics” is starting to grow across Europe and the United States. ![Search volume for olympics is starting to grow across Europe and the United States.](/img/2024/06/Screenshot-2024-06-04-at-12.57.05.png?auto=format&fit=scale&h=569&q=95&w=768) _Search volume for the keyword “olympics” is starting to grow across Europe and the United States. Source: AppTweak_ ![Search volume for Euro 2024 has been steadily rising in France since early March and is now rapidly growing across Europe, particularly in the UK.](/img/2024/06/Screenshot-2024-06-05-at-12.18.05.png?auto=format&fit=scale&h=524&q=95&w=768) _Search volume for “Euro 2024” has been steadily rising in France since early March and is now rapidly growing across Europe, particularly in the UK. Source: AppTweak_ ## How to leverage sports events for seasonality? Optimizing your app store presence to align with major sporting events like the Olympics and Euro Cup is crucial. A [well-optimized product page](/en/aso-blog/app-store-product-page-optimization) can significantly increase your app’s visibility and conversion rates during high-traffic periods. ### 1. Build keyword relevancy early To increase your visibility on sports or [season-related keywords](/en/aso-blog/how-to-find-the-perfect-keywords-for-your-app), start by incorporating these keywords into your app’s metadata. AppTweak’s **Keyword Cluster** feature is a great tool to find keywords related to certain trends and events. ![Keyword clusters for the term “olympics”](/img/2024/06/Screenshot-2024-06-04-at-15.00.19.png?auto=format&fit=scale&h=330&q=95&w=768) _Keyword clusters for the term “olympics.” Source: AppTweak_ Even if your strategy focuses on Apple Search Ads (ASA) to reach your target audience, **including these keywords in your metadata** signals to Apple that they are relevant to your app. This increased relevancy can improve your position in Apple’s auction, potentially helping you win more auctions and achieve a **lower cost per install (CPI)**. [Learn more about the synergies between ASO & ASA](/en/aso-blog/mau-recap-successful-synergies-between-aso-asa) #### Expert Tip The battle in seasonality is won early. Add relevant sports-related keywords early, before the competition starts to heat up. ![Metro Paris is currently the only transportation app ranking for the keyword olympics in France, App Store.](/img/2024/06/Screenshot-2024-06-04-at-14.27.10.png?auto=format&fit=scale&h=438&q=95&w=768) _Metro Paris is currently the only transportation app ranking for the keyword “Olympics” in France (App Store). Source: AppTweak_ ![In the US App Store, Max and NBC Sports are starting to rank on the keyword olympics](/img/2024/06/Screenshot-2024-06-04-at-14.27.20.png?auto=format&fit=scale&h=450&q=95&w=768) _In the US App Store, Max and NBC Sports are starting to rank on the keyword “olympics.” Source: AppTweak_ ### 2. Align creatives with seasonal events To win the seasonality battle, it’s essential to **align your app’s screenshots** with the **search intent** and keywords you are looking to rank on. Just adding keywords to your App Store keyword field isn’t enough! Especially, if you want to reach users beyond your core audience, [updating your screenshots](/en/aso-blog/how-to-optimize-your-app-screenshots) to **reflect seasonal relevance** and appeal is crucial. This makes your app **more attractive** and **relevant to its audience** , boosting engagement and downloads. #### Expert Tip Leverage Google’s new custom store listing feature. During I/O 2024, Google introduced [custom store listings (CSLs) by keyword](/en/aso-blog/google-i-o-2024-highlights-ai-google-play-updates). This feature allows app developers and marketers to tailor their store listings based on specific search keywords, providing a more personalized and targeted user experience. ![FanDuel Fantasy Sports updates their screenshots regularly to align with seasonal sports events](/img/2024/06/Screenshot-2024-06-04-at-15.22.12.png?auto=format&fit=scale&h=522&q=95&w=768) _FanDuel Fantasy Sports updates its screenshots regularly to align with seasonal sports events. Source: AppTweak_ ![Doordash regularly updates screenshots to promote its grocery delivery service during seasonal events](/img/2024/06/Screenshot-2024-06-04-at-15.19.16.png?auto=format&fit=scale&h=568&q=95&w=768) _Doordash regularly updates screenshots to promote its grocery delivery service during seasonal events. Source: AppTweak_ ![The streaming app Peacock updated screenshots on the US App Store to promote its broadcasting of the upcoming Summer Olympics in Paris](/img/2024/06/Screenshot-2024-06-04-at-15.19.29.png?auto=format&fit=scale&h=384&q=95&w=768) _The streaming app Peacock updated its screenshots on the US App Store to promote its broadcasting of the upcoming Summer Olympics in Paris on AppTweak._ ### 3. Accelerate with Apple Search Ads To expand your reach on seasonal keywords, consider running [Apple Search Ads campaigns](/en/aso-blog/guide-to-apple-search-ads). Timing is crucial – start early before the hype and competition in the App Store builds up. We’re already seeing apps bidding on the keyword “olympics” in various countries. _BBC Sport_ (UK) but also travel apps (_GetYourGuide_, UK) and navigation apps (_komoot_, US) have started **leveraging the Olympics** to promote their services in the App Store. ![Apps bidding on olympics in France, the UK, and the US](/img/2024/06/Screenshot-2024-06-04-at-16.31.35.png?auto=format&fit=scale&h=299&q=95&w=768) _Apps bidding on “olympics” in France, the UK, and the US on AppTweak._ Depending on your app’s offering and the goals of your seasonal campaign, you can **bid on a wide variety of keywords during the Olympic games**. These can range from general terms like “Olympics,” “Olympic Games,” and “Paris 2024” to specific sports. Additionally, you can **target users traveling** to France with keywords like “Paris transport,” “Paris metro,” or “Paris guide.” ### 4. Optimize campaign performance with CPPs Competition will heat up in the App Store, especially leading up to the Olympic games. To improve your ASA campaign performance, we recommend creating [custom product pages (CPPs)](/en/aso-blog/apple-s-ios-15-custom-product-pages-their-impact-on-aso) tailored to **Olympic-related** search terms and user intent. This is a prime opportunity for apps and games to get creative, capture the excitement and interest surrounding the Olympics, and travel to Paris. For instance: - _Trainline_ is targeting the keyword “Paris metro” in the US App Store. It has **developed a CPP** tailored for American travelers, updating its value proposition and emphasizing “Americans” in the second screenshot. ![Trainline is bidding on paris metro in the US App Store](/img/2024/06/Screenshot-2024-06-04-at-17.26.57.png?auto=format&fit=scale&h=662&q=95&w=768) _Trainline is bidding on the keyword “paris metro” in the US App Store. Source: AppTweak_ - The sports betting app _Betclic_ has created CPPs in France that showcase soccer images when bidding on **Euro Cup-related keywords**. ![Betclic is bidding on uefa on the French App Store](/img/2024/06/Screenshot-2024-06-04-at-17.26.49.png?auto=format&fit=scale&h=655&q=95&w=768) _Betclic is bidding on “uefa” on the French App Store. Source: AppTweak_ ### 5. Reinforce your seasonal efforts with in-app events Sporting events are the perfect time to leverage [in-app events and promotional content](/en/aso-blog/in-app-events-are-now-available-on-apptweak-and-apptweak-only#how-to-select-the-right-type-of-in-app-event). Apps and games can showcase special events such as competitions, challenges, new content, major updates etc. in the app stores via special event cards. These event cards appear in different places on the App Store and Google Play and provide an additional opportunity for marketers and developers to engage with new, current and lapsed users. Sports apps, news apps, streaming apps etc. are already **leveraging in-app events** and **promotional content** to catch the wave of increased interest and traffic during these high-profile sporting events.. On AppTweak, we found the following in-app events related to different sports events: ![BBC Sports is showcasing its live coverage of the UEFA EURO 2024, while the sports betting app SBK is launching an in-app event to kick off betting for the French Open](/img/2024/06/in-app-events-seasonality-sports.png?auto=format&fit=scale&h=348&q=95&w=768) _BBC Sports is showcasing its live coverage of the UEFA EURO 2024, while the sports betting app SBK is launching an in-app event to kick off betting for the French Open._ ![Sofascore is promoting in-app live scores and stats for the UEFA Champions League final, while Fubo is highlighting the French Open broadcasting on NBC through a live event](/img/2024/06/in-app-events-seasonality-sports-1.png?auto=format&fit=scale&h=348&q=95&w=768) _Sofascore is promoting in-app live scores and stats for the UEFA Champions League final, while Fubo is highlighting the French Open broadcasting on NBC through a live event._ ![The official NBA promotes Chasing History on Google Play, a series that offers behind-the-scenes coverage of the NBA Playoffs and Finals](/img/2024/06/newsletter-3.png?auto=format&fit=scale&h=384&q=95&w=768) _The official NBA promotes “Chasing History” on Google Play, a series that offers behind-the-scenes coverage of the NBA Playoffs and Finals._ * * * ## TLDR The 2024 sports events offer a prime opportunity to enhance your app’s visibility and attract more downloads by capitalizing on seasonality. Here’s how you can effectively leverage this opportunity: - Update your app’s product page to reflect the themes and spirit of the upcoming sporting events. - Incorporate relevant keywords related to the sporting events into your app’s metadata. This helps improve visibility during searches related to these events. - Begin these updates well before the events kick off to capitalize on the pre-event hype, ensuring your app is positioned prominently during this high-traffic period. - Apply findings from creative research to make your CPP visuals and content appealing. Add the right seasonal keywords in your CPPs as well. - Leverage in-app events & promotional content to engage users with special event-related content and promotions. [Start free trial](https://app.apptweak.com/accounts/new?locale=en) * * * by **Oriane Ineza** , Content Marketing Specialist Oriane is a Content Marketing Specialist at AppTweak, creating content for mobile marketers. She enjoys reading, learning new languages and painting. [![](/img/2023/09/aso-book-2022-menu.jpg?auto=format,compress&fit=crop) Advanced App Store Optimization Book Whether you’re an ASO newbie or an industry veteran, explore the foundations of ASO as well as the latest tips, techniques, and best practices for app growth success. Get your copy ](https://www.asoebook.com/?utm_source=apptweak&utm_medium=referral&utm_campaign=aso-book&utm_content=apptweak-blog) * * * More articles in Advanced ASO - [ Advanced ASOProduct UpdatesStart ASO April 28, 2026 AI-powered performance dashboards for ASO & app growth Discover the most important app store reporting dashboards, key metrics to track, and how AI can help you analyze performance … ![Georgia Shepherd](/img/2025/03/20240415-Georgia_01.jpeg?auto=format%2Ccompress&w=300&h=300&fit=crop)Georgia Shepherd ](/en/aso-blog/must-have-dashboards-for-app-store-marketing-and-aso) - [ Advanced ASOArtificial Intelligence (AI) January 29, 2026 AI in ASO (2026): Your burning questions. Answered. 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