Olympics
Honda unveils debut marketing campaign for Team USA with pair of ad spots
Honda on Thursday unveiled “This is The Power of Dreams” -- its debut marketing campaign as official automotive partner of Team USA -- which features 10 Team Honda athletes competing in the 2026 Milan-Cortina Games. Team Honda Winter U.S. Olympians and Paralympians featured include:
NBC to keep post-Super Bowl LX focus on Winter Olympics
NBC will “go right back to coverage” of the Milan-Cortina Games after Super Bowl LX on Feb. 8, deciding to not “take advantage of the massive Super Bowl lead-out to promote a new, returning or pre-existing entertainment program,” according to Michael Schneider of VARIETY. NBC took the same approach ...
IOC says no formal White House talks yet on L.A. 2028
IOC President Kirsty Coventry said Wednesday that the IOC “has not yet had any formal communication with the White House and U.S. President Donald Trump” on preparations for the 2028 L.A. Games, according to Karolos Grohmann of REUTERS. When asked if there had been any talks with the White House in ...
NBC to air hour-long special previewing Milan-Cortina Games
Superstar athletes and personalities will headline NBC’s hour-long special to preview the Milan-Cortina Games titled “Ice, Snow & Glory: The Winter Olympics.” The special, which will air on Feb. 5 at 8pm ET on NBC and Peacock, will be hosted from Milan by NBC’s Olympics host Rebecca Lowe, who wi...
The $1.6 billion choice: Why the ‘Sports Tax’ is the best deal in media
I enjoyed a recent edition of John Ourand’s podcast, “The Varsity,” with his guest Mark Marshall, NBCUniversal’s global ad sales chairman. John and Mark discussed the strength of the sports advertising marketplace. It’s worth diving deeper into why February 2026 is sizing up to be the highest-value ...
Reliving the ‘Miracle on Ice’ 46 years later with holograms
With the 2026 Winter Olympics drawing near, Michelob Ultra recently hosted an event at Herb Brooks Arena that brought the 1980 Miracle on Ice to life with cutting-edge hologram technology. SBJ’s Rob Schaefer gives an inside look at the celebration.
Team USA poised to field most diverse Olympic roster ever at Milan‑Cortina
The Olympic roster for Team USA at the Milan-Cortina Games “could be the most diverse” ever assembled, according to Tim Reynolds of the AP. The U.S. roster for the 2018 Pyeongchang Games included 21 athletes of either Black or Asian descent, “about 8%” of the total, but the 2026 team “could top that...
LA28 has busiest first day of ticket registration in Olympic history
More than 1.5 million people from 150 countries signed up for tickets to the 2028 L.A. Games in the first 24 hours of registration, “making the first day of registration the busiest in Olympic history.” After registration opened at 10am ET on Wednesday, “the crush of interested fans resulted in wait...
LA28 ticket lottery system sees high traffic, technical issues
2028 L.A. Games organizers said that they were “met with ‘overwhelming interest’” yesterday after they “began registering people for a lottery system that will be used to dole out tickets” for the event, according to Dominic Fracassa of the S.F. CHRONICLE. People attempting to enter the upcoming tic...
Q&A: Cortina mayor on logistics, security and challenges ahead of Winter Olympics
Cortina Mayor Gianluca Lorenzi offered a “candid look at what it has meant for his city to host” the 2026 Milan-Cortina Games, according to a Q&A with Denny Alfonso. Anticipation has been “building across Italy and the sports world” 20 days before the Games, but “alongside the excitement, the fi...
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Quote of the Day
We’re a base camp destination, and that really speaks to the investment in facilities, Sporting Kansas City, the Kansas City Current, the University of Kansas have made in their facilities, the way that they’ve maintained them, and the experience that the teams had when they were here.-- KC2026 President Pam Kramer, on how a number of national teams are eyeing the K.C. area as a base camp option for the 2026 FIFA World Cup.
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