QMS’s Winter Games Network for the Milano Cortina 2026 Olympic and Paralympic Winter Games is fully sold out, with nine advertisers now on board.
Headlined by returning partner Allianz, QMS’ 100 per cent digital Milano Cortina 2026 Winter Games Network is expected to reach 80 per cent of metropolitan Australians.
It says that this offers brands an “unmatched opportunity to connect with audiences at scale”.
The bespoke national network will span QMS’ national digital large format billboards (of which 50 per cent of the sites in NSW are new since Paris 2024), the City of Sydney street furniture network, The Convenience Network, Canberra Airport and Gold Coast street furniture assets.
“We are delighted with the advertiser response to our Winter Games Network and in particular look forward to welcoming back returning partner Allianz,” QMS chief sales officer Tim Murphy said.
“Building on the success of the Summer Games in Paris, these Winter Games represent a great opportunity for brands to tap into a major cultural moment and leverage the power of digital out of home [DOOH] to deliver their campaigns with scale, immediacy and creativity. We are excited to once again deliver the breaking news stories from the Winter Games across our screens nationally, ensuring our partners connect with audiences in real-time during those adrenaline fuelled moments.
“The European time zone is perfect for Australian out of home audiences. Winter Games coverage will peak during our prime travel and commuter windows in the morning and evening, right when DOOH is at its strongest. That means attention will be on big Games moments when Aussies are most likely to see them: on their way to and from work and outdoors enjoying our summer months,” he said.
Allianz’s GM of consumer strategy and marketing Laura Halber said: “As the Worldwide Insurance Partner of the Olympic and Paralympic Games, Allianz is proud to once again be supporting our Australian athletes as they head to Milano Cortina for the 2026 Winter Games to compete on the world stage. We’re excited to be working closely with QMS once more following the success from our Paris 2024 campaign, and we look forward to cheering on Team Australia, bringing fans together to celebrate all the action.”
For the Paris 2024 Olympics and Paralympics, QMS delivered an audience reach of 11.5 million Australians, dynamically serving a record-breaking 81,478 pieces of real time breaking news content during across both Games – a feat never seen before in the Australian out of home industry.
Research conducted by Kantar showed that the QMS Paris network significantly boosted brand metrics for all QMS partners, including achieving strong uplifts across key brand audiences. Studies by Neuro-Insight also found Paris network partner campaign activity had a clear impact on consumers, achieving a 22 per cent greater long-term memory encoding response when compared to non-Paris network partner campaigns.
QMS is the official outdoor media partner of the Australian Olympic Committee and Paralympics Australia for the Milano Cortina 2026 Winter Olympics and Paralympic Games.
The Milano Cortina Winter Olympics open on 6 February 2026 and will feature more than 2900 athletes from 93 countries competing across 116 medal events in 16 Olympic disciplines. The Winter Paralympics start on 6 March 2026, featuring 600 athletes competing for 79 medals in six Paralympic sports. Australia is aiming to send a team of around 60 Olympians in 12 sports and 14 Paralympians in four sports.
