The 2018 FIFA World Cup in going to start on June 14th, just less than 3 weeks from now. I was curious how the previous World Cup effected the site traffic, after a bit of search I used the queries from this SE meta post to make 2 graphs.
The first one only includes the number of questions asked monthly on Sports SE:
and the other shows the questions, answers, and the deleted questions and answers monthly on Sports SE:
There is an unusual spike of questions and answers for February of 2012, but I think that's when the site was introduced as beta, and all existing questions counted for that month. So let's ignore that as an outlier.
From the graphs we can see that the most amount of engagement (questions, and answers) we've got since the site was introduced as a beta is June and July of 2014, while the last World Cup was happening in Brazil. After that, August 2016 (during the Summer Olympics in Brazil) and July 2017 (don't know of a major sporting events) had the most engagement.
The FIFA World Cup is one of the main sporting events in the world and from the above we can see it generates the most engagement which coincidentally should result in traffic for us. So with enough time to prepare for the event, what measures can we take to promote the site?