Cue the iconic trumpet fanfare heralding the arrival of the 2026 Milano Cortino Winter Olympics in February! Undeniably, 2026 is a landmark year for sports, and brands across the United States and globally are unveiling major partnerships and activations to capture audience attention and capitalize on lucrative visibility.
The Olympics possess a special allure, and brands are willing to go big on sponsorship. For brands willing to maximize an investment, the International Olympic Committee created The Olympic Partners Programme (TOP). Initiated in 1985, TOP grants category-exclusive marketing rights to partner brands committed at the highest sponsorship level (International Olympic Committee, 2026). TOP brand partners include Alibaba, Allianz, Coca-Cola, Omega, P&G, Samsung, and Visa.
One of my favorite campaigns from past Games is simple, yet powerful, in its message. P&G’s long-time “Thank you, Mom” spots are expected to continue pulling heartstrings in 2026 as part of the larger “Proud Sponsor of Moms” campaign. The campaign anchors the brand’s partnership by focusing on athletes’ stories and recognizing the support and sacrifices made by their families. In total, more than 20 P&G brands, including Gillette, Puffs, and Venus will launch Olympics-inspired campaigns. P&G will also execute a first-time activation as host of the Champions Clubhouse in the Olympic Village featuring an array of products and services, cultural experiences, gaming activities, and more connected to the P&G umbrella of brands (Tharrington, 2025).
The Milano Cortino 2026 Games will utilize an omnichannel approach with digital-first strategies. According to MRI-Simmons (2025), 56 million U.S. adults expect to watch the 2026 Winter Olympics, and “35% [of viewers] plan to watch the Games live on broadcast TV, while 27% will stream them either live or on-demand. Less than 2% intend to watch only via social media highlights, with the remainder opting for a mix of platforms.” Figure skating, ski jumping, snowboarding, and speedskating are expected to draw the largest audiences. I also anticipate hockey will draw significant interest among diverse audiences for two key reasons: 1. NHL players are returning to compete in the Games, and 2. Netflix’s current streaming sensation, Heated Rivalry, featuring two professional hockey players, has ignited cultural conversations and drawn new audiences to the sport.
Additionally, NBCUniversal plans to expand its Creator Collective that drew over 300 million views during the 2024 Paris Summer Olympics (NBCUniversal Media, 2025). With wide-reaching access to athletes, venues, and events throughout the Games, 25 creators will leverage the digital-first approach across YouTube, Meta, and TikTok. And, of course, many of the Olympics athletes themselves who “operate as their own studios, creators act as real-time distributors and brands can tap into highly specific fandoms as events unfold on snow and ice” (Springer, 2026).
Admittedly, I’m looking forward to the Olympics and the stories that will emerge, mostly short-form video content across social media platforms. There will be triumph and tragedy, moments historic and hilarious, medals, media, and more. I’m excited to watch it all unfold and discover which brands will connect with audiences to emerge victorious.
The 2026 Winter Olympics will lead the charge in a momentous year for sports and brand partnerships. When the Olympic fanfare concludes at the end of February, prepare to hear the exuberant shouts of “goooaaaallll!!!” this summer as the 2026 FIFA World Cup tournament takes place across 16 North American cities. The World Cup promises to ignite the world with myriad brand partnerships and activations and unique digital-first stories and strategies. It’s an exciting time as we look to the 2026 FIFA World Cup this summer, and the 2028 Summer Olympic Games in Los Angeles sparkle on the horizon. Ultimately, whether going for gold or goals, brand partnerships and digital-first strategies will lead in 2026.
References
International Olympic Committee. (2026). Olympic partner programme - building a better world through sport. The Olympic Partner Programme. https://www.olympics.com/ioc/partners.
NBCUniversal Media. (2025, December 2). NBCUniversal returns creator collective program for 2026 Milan cortina Olympic Winter Games in partnership with YouTube, Meta, and TikTok. https://www.nbcuniversal.com/article/nbcuniversal-returns-creator-collective-program-2026-milan-cortina-olympic-winter-games-partnership.
Springer, J. (2026, January 5). Winter Olympics 2026-everything brands need to know. Ad Age. https://adage.com/brand-marketing/sports/aa-winter-olympics-what-to-know/.
Tharrington, J. (2025, November 28). P&G on the road to Milano Cortina 2026. https://www.olympics.com/ioc/news/p-g-on-the-road-to-milano-cortina-2026.
Williams, E. (2025, August 19). Winter Olympics Fandom Is Already Melting the Ice. https://www.mrisimmons.com/2025/08/19/winter-olympics-fandom-is-already-melting-the-ice/
Dr. Beth E. Michalec is an assistant professor of corporate communication at Penn State Lehigh Valley where she teaches courses on strategy, branding, integrated marketing communications, crisis communication, and digital and social media. She also teaches courses in West Virginia University’s award-winning Integrated Marketing Communications master’s program. As a Fulbright Specialist, Dr. Michalec spent the Fall 2022 semester in Croatia and was a visiting professor at Duquesne University’s Italian Campus in Rome in Spring 2013. In addition, she has co-lead study abroad trips to the Netherlands, Greece, and Spain, and presented teaching, research and consulting insights domestically and abroad. Dr. Michalec greatly admires Dolly Parton and counts seeing her perform live in 2023 as a core memory.