10 Ways The Olympics' Marketing Strategy Drives Positive Results

The 2026 Winter Olympics in Milano Cortina is just around the corner! While the athletes train for some hard-earned bling, the IOC has been building the hype for the 2026 Games.

Even though the athletes and sports speak for themselves, a lot can change in four years. The Olympics’ marketing strategy must stay up to date to keep the new and veteran fans engaged. Here are 10 ways the Olympics got their gold medal in marketing this year.

1: Blending Competition with Culture

From the announcement to the opening and closing ceremonies, every host city feels the love and excitement of the games. Each year, these cities and countries get to put their own cultural spin on the games. Since there are multiple Italian cities in 2026, even the smallest details have Italian roots.

Built using Italian-inspired craftsmanship, the Olympic podiums are unique and culturally significant.

Tying together Italian ideas, the Olympic medals are symbolic of Italy’s energy. Though simplistic, these medals are dynamic, experimental, Avant-Garde, and serve as an Olympic bond.

Even Tina and Milo, the newest Olympic mascots, were born in Italy! Both names pay homage to the two host cities. 

Every aspect of the Olympics has a host country flair, making each year of the games more special than the last. However, highlighting Italy in the Olympics’ marketing strategy doesn’t stop on site.

Multiple social media accounts highlight Italian artists, athletes, and chefs to put even more emphasis on culture. There’s even a pasta noodle for sale in the shape of the five Olympic rings!

2 : Going for Green

Not only is Italy prioritizing culture, but it is also prioritizing sustainability. Olympic infrastructure will now follow new policies to reduce negative environmental impact. 

Now, whatever is built will be considered for use in future events. Another alternative is disassembling rather than demolishing. The final protocol is using recycled materials! 

The 2026 Olympics Organization also aims to reduce food waste. 100% of leftover food will be redistributed to those in need.

Hospitality is another factor when it comes to the Olympics. Hotels in both cities are encouraged to obtain sustainability certifications. This will help reduce emissions, waste, and increase energy efficiency.

By following these protocols and implementing similar ideas from Paris 2024, the 2026 games will be greener than ever!

3: Broadening Horizons with Lifestyle Collaborations

To bring in more excitement, there have been some significant partnerships for this coming February. Adidas has released a team kit collection containing over 700 pieces. Twelve teams, as well as fans, get to wear this collection during the games.

Uber is a notable sponsor as well. Milano Cortina is opening designated pickup and drop-off locations to keep attendees on the move.

Salomon, an outdoor athletic-wear brand, is another key partner. The brand is supplying kits for volunteers and some Olympic teams as well.

While there are many more partnerships listed, these three are prime examples of the strong Olympics’ marketing strategy. Partnering with well-known brands generates more awareness. Viewers who know the brands may be more likely to tune in!

4 : Storytelling with Athletes for the Younger Generation

Social media is now the best way to see news, your favorite brands, and celebrity posts. With Gen Z being a prime target for the 2026 Olympics’ marketing strategy, it’s important to take advantage of this outlet.

Storytelling through social media is a great way for athletes and fans to interact. Posting helps celebrities feel more authentic and relatable to their viewers. Fans can also find new athletes by scrolling through these different platforms. Without social media, this may not be possible.

Olympians such as Chloe Kim and Ilona Maher have gained traction through social media alongside their athletic successes. Two great storytellers for their sports.

5 : Building 2026 Buzz All Year Long

Just like Olympic athletes, marketing teams never rest. Social media platforms that cover the Olympics keep posts flowing year-round. By showing old highlights, new locations, and countdowns, the Olympics’ marketing strategy carries across posts.

Since the Winter and Summer games take place every four years, it is important to send reminders to followers. Keeping viewers on the lookout for new content increases awareness and engagement as well. There’s never a quiet moment in the off-season!

6 : Prioritizing the Gen Z Shift

Lately, 10 seconds is all it takes to grab someone’s attention. That is exactly what the Olympics has been taking advantage of. Like athlete storytelling on social media, short-form videos give the inside scoop. 

Mobile-first marketing aims to target the large Gen Z audience expected to watch the games. These videos target the generation’s viewing and algorithmic patterns. YouTube Shorts and TikTok are more popular than ever to keep Gen Z engaged and listening.

There are so many fun accounts to follow to stay in the know leading up to the games!

7 : Immersive Fan Experiences

While the athletes compete, there are activities for every fan to enjoy. Not only do you get to experience Italy, but special Olympic events are available to try. Whether you’re a super fan or just want to look around, there’s an activation for you. 

Bringing in partnership activations keeps fans engaged before, after, or during events. These also increase awareness for the brands that are working at each event. Forming these connections makes the games feel more authentic and accessible.

Everyone benefits!

8 : Adding Analytics to their Team

With more marketing tactics becoming digital, using analytics makes sure they land. Targeting the right audience for different campaigns makes them more meaningful to viewers. This is done by creating segments.

Broken down by location, demographic, and interests, the Olympics’ marketing strategy reaches everyone differently. Knowing your audience makes it easier to make relevant content for each group.

AI works in parallel to these analytics as well. Narrowing down audiences to make sure every tactic hits home. Unlike athletes, this analysis works smarter, not harder.

9 : Keeping Global Campaigns Local

Localization is just as important as segmentation. After forming segments, the next step is knowing how to talk to them. This being a world event, many languages and cultures are involved. Each campaign should fit into the norms of the locations it is being delivered to. 

The Milano Cortina Instagram account features captions written in Italian with English translations. This keeps their messaging culturally relevant for their audience. Without keeping the global audience in mind, things could get lost in translation!

10 : Striking Gold with Emotional Values

Last, but certainly first on the podium, is emotion. The Olympics is an exciting time for everyone involved. Host countries feel a great sense of pride. Athletes know their hard work has paid off. Fans get the chance to witness greatness in person. 

Excitement, gratitude, competitiveness, frustration, and pride. Just a few emotions packed into 16 days.

Every campaign ties into the emotional hook that the games provide. Getting audiences to feel every emotion alongside athletes creates community. All of this relates to the goal of the Olympics: friendly competition and team spirit.

The Olympics’ marketing strategy for 2026 has used these 10 techniques, and more, to grab its audience’s attention. Whether that be using athlete and cultural stories, tapping into viewer emotions, or promoting sustainability, a different audience is reached.

What better way to celebrate the start of a new Olympic season than by recognizing the marketing strategies that turn competition into global connection?

Check out the Olympics this February and see what other marketing techniques you can find!

✍️ Written by Jadyn Fleischhacker