Nine Unveils Bold Ad Strategy for Exciting Winter Olympics 2026

Livigno, Italy - As excitement builds for the Olympic Winter Games Milano Cortina 2026, Australian media giant Nine has kicked off its ad sales strategy with a festive luncheon to charm buyers, clients, and media in Sydney. This gathering, laden with the promise of an impressive broadcast, showcased Nine’s integrated commercial offerings spanning TV, publishing, and audio channels. Key figures like Andrew Cann (Director of Sales – Olympics and Paralympics) and Anne Gruber (Director of Content Partnerships – Sport, Olympic and Paralympic Games) led the discussions, emphasizing the potential of cross-platform commercial packages to captivate audiences and brands alike. Mediaweek reports that attendees were bullish about the enhanced targeting of the elusive 18 to 39 age group through digital platforms such as 9Now and Stan Sports.

What can we expect from these winter games? The event kicks off on February 6, 2026, marking a pivotal moment as Nine prepares for its second Olympic coverage leading up to Brisbane 2032. After their record-breaking rendition of the Paris 2024 Olympics, which reached 19.5 million Australians, the stakes are undoubtedly high. Nine has set its sights on providing extensive coverage—over 2600 hours—across various platforms including the 9Network, 9Now, and Stan Sports. In preparing for this, the network has already announced an impressive lineup of Australian Winter Olympic Gold medallists including Torah Bright and Lydia Lassila contributing as experts. Nine for Brands adds that with the extensive participation of over 50 Australian athletes, the team is geared up for a strong medal haul.

Enhanced Viewing Experience

Innovation is the name of the game, and Nine is taking strides to enhance viewer engagement by incorporating augmented reality technology in its North Sydney studio. The network’s efforts aim to create a more immersive experience for audiences, while also attracting more advertisers. Cann noted that in light of growing interest in women’s sports, the presentation for Milano Cortina showcases a promising receptivity amongst buyers compared to previous years.

This renewed focus on sports is timely. Research indicates that younger audiences, particularly those enamored with extreme sports, present unique opportunities for deeper engagement. It’s noteworthy that Nine is gearing up to produce more content catered to these preferences, recognizing the shifting dynamics of viewership and engagement. With such strategic marketing approaches, it’s not just about broadcasting—it’s about connecting brands with audiences meaningfully.

Looking Ahead to the Paralympics

As anticipation builds for the Olympic Winter Games, the coverage of the Paralympic Winter Games from March 6 to 15, 2026, is also on the horizon. Celebrating its 50th anniversary, this edition promises to highlight over 665 Para-athletes from 50 countries, further showcasing the determination and spirit of athletes worldwide. The inclusion of prominent commentators and experts ensures that the stories behind these athletes will resonate widely.

With all these moving parts, it’s clear that the Olympics and Paralympics are not merely sporting events; they’re pivotal marketing platforms. The insights from Latterly illustrate the tremendous impact brand investments can have. With a global reach that has captivated billions, brands that harness the marketing potential of these events can enhance visibility, credibility, and consumer loyalty—all while celebrating the spirit of sport. Now, isn’t that something to look forward to?