nine Network Lands Headline Sponsors for Milano Cortina 2026 Coverage
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Sydney, Australia – November 24, 2025 – Nine Network has announced a wave of headline sponsors for its broadcast of the Milano Cortina 2026 Winter Olympics, signaling strong advertiser confidence in the event’s ability to reach a large Australian audience. The partnerships come as Nine prepares to deliver extensive coverage of the Games, beginning February 6, 2026.
The media company is leveraging the anticipated excitement surrounding the Games, and the participation of over 50 Australian athletes including freestyle skier Jakara Anthony, snowboarder Scotty James, and aerial skiers Laura Peel and Danielle Scott, to attract brands seeking to connect with emotionally engaged viewers. Nine projects that 83% of Australians aged 18 to 39 will tune into its coverage.
Commercial Appeal of the Olympics
According to Nine’s data following the Paris 2024 Summer Olympics, previous Olympic partnerships yielded significant returns for advertisers.Partners experienced up to a 70% increase in brand quality perception and a 47% rise in inquiries, demonstrating the Games’ powerful marketing potential. We are thrilled to welcome our headline brands, who recognize the immense value of connecting with Australians during this powerful national moment,
a Nine spokesperson stated.
Nine is positioning the Milano Cortina 2026 broadcast as an unmissable chance
for brands to tap into its unrivalled Olympics integrated ecosystem.
The network is specifically focusing on the adrenaline-fueled
nature of winter sports to appeal to a younger demographic.
Did You Know?
The Milano cortina 2026 Winter Olympics will feature 15 sports and approximately 2,900 athletes from around the world.
Pro Tip:
Consider the integrated nature of Nine’s Olympic coverage when planning a campaign – opportunities extend beyond traditional television advertising.
| Metric | Value |
|---|---|
| Projected 18-39 Viewership | 83% |
| brand Quality Perception Increase (Post-Paris 2024) | Up to 70% |
| Enquiry increase (Post-Paris 2024) | 47% |
| Games Start Date | February 6, 2026 |
Nine’s post-Paris 2024 data
What strategies will these sponsors employ to maximize their Olympic investment? And how will Nine leverage digital platforms to further enhance viewer engagement during the Games?
olympic Advertising Trends
Advertising during the olympic Games has long been a cornerstone of marketing strategies for brands seeking global reach and positive association. The Olympics provide a unique platform to connect with a diverse and highly engaged audience, frequently enough resulting in significant brand lift and increased consumer interest. The trend towards integrated campaigns, encompassing television, digital, and social media, is becoming increasingly prevalent, allowing brands to create immersive experiences for viewers. The focus on younger demographics, as seen with Nine’s strategy for Milano Cortina 2026, reflects a broader industry shift towards targeting digitally native audiences.
Frequently Asked Questions
- What makes the Milano Cortina 2026 Olympics attractive to advertisers? The Games offer a large, engaged audience, especially within the key 18-39 demographic, and a positive brand association.
- What kind of commercial gains did previous Olympic partners experience with Nine? Partners saw increases of up to 70% in brand quality perception and 47% in inquiries.
- How is Nine targeting younger viewers for the Milano Cortina 2026 coverage? By emphasizing the
adrenaline-fueled
nature of the winter sports and leveraging its digital platforms. - What is Nine’s “integrated ecosystem” for the Olympics? It refers to the combination of television coverage,digital platforms,and other marketing opportunities available to sponsors.
- When do the Milano Cortina 2026 Winter Olympics begin? The Games begin on February 6, 2026.
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