Strategies for Milano Cortina 2026

Effective campaigns for the Winter Games move in three phases: build anticipation before the blackout, stay compliant during the Games, and keep momentum long after the flame goes out.

Activate Before the Run-Up

The best stories start early. By connecting with athletes during qualifiers and pre-Games events, you’ll create authentic narratives that resonate deeply — and avoid the scramble of rushed, last-minute campaigns.

Mark Key Compliance Milestones

Ensure campaigns launch early and run continuously through the Games. Submit U.S. campaigns for USOPC approval before January 30, 2026, and notify the IOC of any multi-territory advertising by December 19, 2025.

From January 30 to February 24, 2026, keep content neutral and avoid the use of Olympic intellectual property during the Rule 40 blackout. Upcoming Paralympic compliance milestones will be shared by the IPC.

Lean into Women Athletes for Trust and Engagement

Sports fans don’t just watch women athletes—they believe them. 68% of all sports fans trust that professional women athletes genuinely believe in the products and services they endorse. That credibility gives brands an authentic, high-impact platform to connect with fans.

During the 2024 Paris Games, female Olympians and Paralympians grew their social followings by an average of 71% (OLY) and 30% (PLY), with medalists among the biggest gainers. Translation for marketers: The Games always produce breakout stars! Consider partnering with multiple athletes to multiply your chances to tap into an expanding and engaged audience.

Use the Blackout Strategically

During the Games, it’s essential to maintain visibility with neutral, brand-driven content that avoids any direct reference to the Olympics or Paralympics. This approach ensures your brand stays present, engages audiences, and demonstrates compliance with IPC/IOC guidelines.

Retain More Flexibility with Retired Athletes

Retired Olympians and Paralympians offer brands a unique way to stay connected to the power of the Games without the restrictions of Rule 40. Because alumni athletes are no longer active competitors, they’re exempt from blackout period limitations — allowing brands to tell stories, run ads, and spotlight partnerships throughout the Games without compliance concerns. This flexibility means your campaign can stay visible at the exact moments when global fan attention is at its peak.

Beyond compliance, alumni athletes bring credibility, history, and perspective that resonate deeply with audiences. They carry the legacy of past Olympic and Paralympic moments while connecting authentically to today’s fans. By pairing their established reputations with your brand, you not only sidestep limitations but also strengthen your storytelling with voices that embody resilience, achievement, and inspiration.