Introduction

Throughout February and March 2026, the world will watch the Milano Cortina Winter Olympics and Paralympics. For marketers, it’s a once-every-four-years chance to own the global conversation—even without official sponsorship rights. By tapping into authentic athlete storytelling and a Rule 40-compliant strategy, expertly delivered by Parity, your brand can shine on sport’s biggest stage.

Why Brands Can’t Miss the Winter Games

Winter Olympics: February 6-22, 2026
Winter Paralympics: March 6-15, 2026

The Winter Games are a high-stakes, high-visibility arena for brands. Marketers who aren’t official Olympic and Paralympic partners might think they can’t take advantage of the buzz. Strategic partnerships with women athletes offer a high-impact, cost-effective way for your brand to tap into the Games spotlight. Research shows 88% of sports fans view women athletes as role models, making them powerful, trusted ambassadors for brands.