With just 10 weeks until the Opening Ceremony of Milano Cortina 2026 on February 6, Nine has unveiled the brands that will support its broadcast of the Olympic and Paralympic Winter Games.
NRMA Insurance, Harvey Norman, Chemist Warehouse, Bupa and GWM will all play a role in what will be the most thorough coverage of the Olympic and Paralympic Winter Games ever seen in Australia.
As the Winter Olympics edge closer, Nine is delivering fully integrated brand opportunities across a united media content ecosystem that covers the 9Network, 9Now and Stan Sport, and across Nine’s Total Publishing and Total Audio assets.
Brands will support Nine to unite Australians, leveraging Nine’s renowned storytelling of athletes’ achievements, promoting unity, and creating moments that will be etched in the memories of millions of viewers, listeners and readers.
The signing of partners and sponsors opens up the path for packages of all sizes, with Nine providing a winter wonderland of opportunities for brands to ensure they capitalise on the crucial new year to launch their campaigns.
Leveraging the power of Nine’s scale and ability to engage Australians with data-driven knowledge of fans, Nine’s coverage of Milano Cortina 2026 will offer advertisers a deeper, more meaningful connection with audiences.
The 16 day event will feature more than 50 Australian athletes—including freestyle skier Jakara Anthony, snowboard halfpipe Scotty James and women’s aerials Laura Peel and Danielle Scott—with what is expected to be Australia’s best ever Winter Olympics medal prospects.
For advertisers, supporting the broadcast of the Winter Olympics represent a powerful moment with proven ROI.
The white knuckle thrills and spills of the Winter Olympics provides adrenaline fuelled action that attracts a young, engaged audience. Nine’s integrated content ecosystem is designed to reach emotionally primed, hard-to-reach audiences, with 83 per cent of 18–39-year-olds expected to tune in, according to the PMAX fandom survey .
Commercial packages span cross-platform opportunities, from sponsorships of daily segments and medal tallies. Data-driven insights and custom campaigns via Powered allow brands to cut through with maximum resonance and precision. Past broadcast partners of Nine’s Olympic coverage saw significant gains after Paris 2024 – up to 70 per cent uplift in brand quality perception and a 47 per cent increase in enquiries.
“We are thrilled to welcome our headline brands, who recognise the immense value of connecting with Australians during this powerful national moment. The broadcast of Milano Cortina 2026 presents a huge opportunity for brands to seize this unmissable chance to connect with millions of emotionally engaged Australians across Nine’s unrivalled Olympics integrated ecosystem,” said Andrew Cann, Nine’s director of sales Olympic and Paralympic Games.
Nine’s coverage of the Olympic Winter Games Milano Cortina 2026 will begin on Wednesday, February 4 with Let The Games Begin, with the Opening Ceremony on February 7 (February 6 in Italy) and screen across the 9Network, 9Now and Stan Sport.
