It is the “season.” The quotation marks alone give it an air of Bridgerton-esque balls, debutant presentations, and awkward romantic encounters between people with plummy accents.

And for good reason: The United Kingdom (and London more specifically) was the home of the “season” from the 17th century to the 20th century, in which the country’s aristocracy would descend on the most exclusive events of the spring and summer to wield influence and perhaps marry off a child or two.

Fortunately for the rest of us, Britain’s cultural calendar is no longer the sole preserve of its nobility and landed gentry. The country’s cornerstone sporting, music, and cultural events have grown into must-see moments for the whole nation, with news brands serving up important spaces for readers to get their fix.

Advertisers in these environments are perfectly placed to take advantage. PAMCo found that 12 million people interested in music content read news brands weekly, while 13 million interested in both men’s and women’s football read news brands every month.

TouchPoints data indicated those who go to gigs at least every three months are 24% more likely to read digital news brands than the average UK adult.

Fancy seeing what the cultural season looks like from the perspective of advertisers in news brands? Pack your suncream, snacks, and best sarcastic banner: Here are six weeks of top sporting and musical action through the eyes of some top ad campaigns.

Friday, June 13: Readers’ lucky day?

Friday the 13th might not be noted on many people’s calendars but stay with me here. One place it certainly was circled repeatedly was in the National Lottery’s diary.

In a campaign replicated on page 13 of several print national news brands on Friday 13 June, the lottery organiser attempted to turn superstition on its head with a mega jackpot and 13 guaranteed UK millionaires.

With the campaign filtering across multiple titles and offering readers the summer of a lifetime, it started our season with a dash of excitement.

Saturday, June 28: On top down under

The UK’s sporting summer hasn’t limited itself to its own island shores in 2025; indeed, it hasn’t limited itself to the summer season at all. While pounding heat battered Britain in late June, the British and Irish Lions rugby union squad headed for an antipodean adventure in the deep Aussie mid-winter.

In anticipation of the team’s first warm-up match, the squad’s principal partner, insurance company Howden, cheekily encouraged Australia to get some coverage for “Lion attacks” in this section cover wrap.

Monday, June 30: Game, set, strawberries

The British cultural calendar runs like clockwork. Mid-June is always Trooping the Colour; the last week is usually Glastonbury.

The piece de resistance of the month, however, is topped not by a cherry, but by a strawberry, smothered in delicious double cream and paired with a cheeky bottle of courtside champers.

It can only be Wimbledon, which repeatedly saw history being made both on and off Centre Court. The event’s cultural pull always makes the two weeks of tennis action an irresistible proposition for advertisers, with brands from Stella Artois to Barclays getting sucked in.

Friday, July 4: Every second matters

The buzz around the release of the official Formula One film this summer — plus the annual high-speed excitement of the British Grand Prix — has put the sport at the top of the news agenda in both the sports and entertainment worlds.

F1’s partner brands made the most of the publicity to show how they’re part of the story, too.

This double-page spread from classic watch brand Tag Heuer, which returned as F1’s official timekeepers in 2025 after more than two decades away, used an iconic shot of Ayrton Senna to show its dedication to victory.

Friday, July 25: They’re definitely (maybe?) coming back

To the surprise of some and the delight of many, the Gallagher brothers remained on speaking terms long enough to make it on stage for Oasis’s worldwide comeback tour.

While the Mancunian rock legends kicked things off in Cardiff at the start of July, it was upon the band’s week-long London residence that brands harnessed the moment.

Burger King made light of the brothers’ famous feud to demonstrate the beef in its burgers, while Felix encouraged people to look on the funny side with one of Oasis’s biggest tracks.

Sunday, July 27: It’s coming home? It never left!

It wouldn’t be a summer INMA column from me without mentioning the footie, with England hoping to do what no one dared think possible and successfully defend its first Women’s Euros title.

Unlike 2022, it was far from plain sailing, which put fans through a depressingly familiar wringer on its tense journey to the final. However, with some blinding last-minute heroics, the Lionesses retained its crown, becoming the first England team either male or female to win a title on foreign soil.

Millions of readers got behind the team, while advertisers took the opportunity to show just how proud we are.

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