2026 Milan Cortina Winter Olympics
Milan Cortina Olympics officially begin with opening ceremony
The Milan Cortina Winter Olympics officially began Friday afternoon with a sprawling opening ceremony celebration across the country, and the celebration featured a display of colors, a performance by Mariah Carey and three mascots of Italian composers.
Ralph Lauren makes presence known in fashion-rich Milan with Team USA
Team USA once again is being outfitted by Ralph Lauren during the opening ceremony of the Milan Cortina Games, and company Chief Branding & Innovation Officer David Lauren called the event the “biggest fashion show you can have.”
NBC to unveil new 100th anniversary campaign during Olympics, Super Bowl
NBC’s 2026 celebration of its first hundred years kicks off this weekend with a new “NBC100” tagline and promo spots that will launch during the Milan Cortina Olympics opening ceremony and the Super Bowl.
NBC doubles down on influencer social strategy for Milan Cortina
NBC will double down on its social media strategy from Paris 2024 during the Milan Cortina Games, betting that high-wattage celebrities, TikTok and YouTube stars, and a plan to turn athletes into social media sensations, can drive viewer interest.
In recent years, the International Olympic Committee has focused on making hosting more sustainable, encouraging use of existing venues and fitting the Games to the location, rather than the other way around.
Enter Milan Cortina and the first truly regional Games. The events of the Olympics and Paralympics held there will span much of Northern Italy, some of them hundreds of miles apart. Organizers prioritized using existing venues, including ones that routinely host world cups and other international competition, and temporary venues.
The spread of the Games takes snow sports, which are often concentrated in a mountain cluster, and sprinkles them throughout the Dolomites. Transit from Milan is expected to take 5 to 10 hours, leading to the most siloed Games anyone has seen.
Olympics Preview: Can the Winter Games deliver?
The Olympics open Feb. 6 and the Paralympics a month later with the potential of generating interest in a movement that hasn’t had a Games in a North American-friendly time zone in 16 years.
Paralympics head to Italy looking for more sponsors to champion Games
Departure of Toyota, Bridgestone has left vacuum and opportunity for other brands at Paralympics.
Olympics Preview: Most marketable athletes
Most marketable athletes at the upcoming Milan-Cortina Games
Dream assignments: Rebecca Lowe will host both the Olympics and the World Cup in 2026
Rebecca Lowe, the face of soccer in America on NBC’s Premier League studio show, will host both the Olympics and the World Cup in the same calendar year.
Milan Cortina Olympics officially begin with opening ceremony
The Milan Cortina Winter Olympics officially began Friday afternoon with a sprawling opening ceremony celebration across the country, and the celebration featured a display of colors, a performance by Mariah Carey and three mascots of Italian composers.
Ralph Lauren makes presence known in fashion-rich Milan with Team USA
Team USA once again is being outfitted by Ralph Lauren during the opening ceremony of the Milan Cortina Games, and company Chief Branding & Innovation Officer David Lauren called the event the “biggest fashion show you can have.”
NBC to unveil new 100th anniversary campaign during Olympics, Super Bowl
NBC’s 2026 celebration of its first hundred years kicks off this weekend with a new “NBC100” tagline and promo spots that will launch during the Milan Cortina Olympics opening ceremony and the Super Bowl.
NBC doubles down on influencer social strategy for Milan Cortina
NBC will double down on its social media strategy from Paris 2024 during the Milan Cortina Games, betting that high-wattage celebrities, TikTok and YouTube stars, and a plan to turn athletes into social media sensations, can drive viewer interest.
Wasserman showing no signs of stepping down as LA28 chair
The inclusion of LA28 Chair Casey Wasserman in the Epstein files has prompted some L.A. officials to call for his resignation from his position but he has given no indication that he will step down.
Several U.S. NGBs embracing AI to help performance at Games
The Milan Cortina Games might be the first Olympics to feature sizable AI use by athletes and coaches, with several NGBs incorporating new technology in preparation for the event.
Trump signs bill withholding U.S. dues to WADA amid accusations
President Donald Trump signed a bill this week a provision that withholds the annual dues to the World Anti-Doping Agency until the organization takes steps to address U.S. accusations that WADA is beholden to Chinese influence.
Canada could consider bid for 2038 Games if Swiss effort falls through
Canadian Olympic Committee CEO David Shoemaker suggested that the country could consider throwing its hat in the ring for the 2038 Games if Switzerland’s plan to bid falls through.
Canadian networks going all-in on hockey with NHL’s return to Games
Both the Canadian men’s and women’s hockey teams will have their games simulcast on the main channels of the CBC, TSN and Sportsnet for as long as the teams last in the Olympic tournament.
Olympic Media Notes: NBC’s Melvin off late-night coverage
NBC announced that 'Today' show co-host Craig Melvin, who was scheduled to host NBC’s late-night coverage of the Milan Cortina Games from Milan Feb. 7 to 9, will instead remain in the U.S.
Part of it is also you don’t have many of these spots, right? So I think people caught on to this trick over the past couple years, and it’s done really well in streaming. And as a result, a lot of people are lining up and wanting to do that.-- NBC Chair of Global Advertising & Partnerships Mark Marshall, on how some advertisers are gravitating to streaming-only ad spots during the Super Bowl, which make up about 10% of inventory.
