This is really benefit for your business because when you are tie or promoting your products with new events like IPL,CRICKET WORLD CUP,FOOTBALL CUP,OLYMPICS etc. then it will remember for long time, gain credibility and create distinct image in the mind of customers.
IF you are dealing with local events then you can provide updates of local sports events.so will helpful to get interest of
a. you can tie your product or service to the trending environment
b. Gain valuable credibility and interest by association with known groups.