By Dan Barrett
The road to ad sales for the Olympic Winter Games Milano Cortina 2026 kicked off on Thursday afternoon with a luncheon for buyers, clients, and media.
The road to ad sales for the Olympic Winter Games Milano Cortina 2026 kicked off on Thursday afternoon with a luncheon for buyers, clients, and media.
Held at Sydney’s Machine Room function room, Nine revealed its integrated commercial offering across its TV, publishing, and Audio channels. Leading the presentation was Andrew Cann (Director of Sales – Olympics and Paralympics) and Anne Gruber (Director of Content Partnerships – Sport, Olympic and Paralympic Games).
Their pitch was focused on cross-platform commercial packages inclusive of sponsorships of daily segments
and medal tallies, along with immersive creative activations, and branded content. Nine reports that “past Olympic partners saw significant gains after Paris 2024 – up to +70% uplift in brand quality perception and +47% increase in enquiries.”
Coverage from the event will be produced out of the alpine village of Livigno, along with local coverage broadcast from a
state-of-the-art set in Nine’s North Sydney studio.
Mediaweek spoke with Cann and Gruber after the presentation. Conversation began with the timing of the event, which was nicely timed with the end of the financial year – ready for media buyers who are considering their spend for the year ahead.
“Timing-wise, we obviously have to serve IAC and AAC partners first, so really the timing is to ensure that we are in market long enough to then get our partner brands and sponsors on board for the road to Milan, which starts obviously in the back half ofcthis year. Off the back of this, as of next week, we will start engaging at the partner sponsor level with all of the IAC, AAC and key brands in market on the top end,” explained Cann.
Australia’s interests in sports has evolved in recent years. Women’s sporting leagues are now being watched in greater numbers and viewing has become far more expansive. Traditionally the Winter Olympics haven’t been a huge drawcard, but is that starting to change? Both Cann and Gruber agree that they have found chats around sales far more receptive than they may have been in the past.
“Sport is very different to what it has been over the previous years in that you put sport on so many different platforms like we do, and audiences come and they consume it at any time and anywhere to their liking. And then, I think, the job that we did with Paris in 2024 and really putting the event out at a serious scale and the amount of Australians that we connected with … that is why brands look at us as a really stable and reliable partner when getting involved in one of our sporting broadcasts,” Cann said.
Gruber added: “Whenever we’re in conversations with sporting bodies, whether it’s here locally or globally, one of the big things that we’re known for, and why Wide World of Sports is known, is for the storytelling and bringing out the athlete’s stories well before an event. That’s part of the reason why this road to Milan, and last year the road to Paris, is so important. It’s obviously a great opportunity for brands to have their message out early. It’s our job as the broadcaster to make sure we bring those stories and profile those athletes really early.”
A big part of the sell in the room was about the ability for sporting events like the Winter Olympics to target ‘hard-to-reach’ 18-39 year-old audiences. Cann looked to digital platforms 9Now and Stan Sports as key to the ability to reach that audience. He also pointed out that the Winter Olympics has unique opportunities for this audience with research showing that the younger audience is there for the extreme sports.
“Younger audiences are looking for the extreme sports that follows Scotty James, that follows the half-pipe snowboarders, and the likes of them. And that’s really important. The athletes have such an incredible social following, so the types of content they produce themselves and work with the Australian Olympic Committee and Paralympics Australia (5:14) to produce, we can jump on the back of that and have our content teams create unique content from that and integrate brands into it,” he said.
Gruber told Mediaweek that the new leadership team announced in recent weeks by Nine will help facilitate the flow of content through its various channels, especially for the younger audience: “We’ve got so many learnings from the last couple of years for all our teams and the types of content they produce. We’re producing more content for this demographic in the places where they’re actually consuming it, rather than trying to drive them to a place that’s unnatural to them.”
What viewers can expect
Nine will be based in the thick of the action in the alpine village of Livigno, which will be a winter sporting wonderland of moguls, snowboard courses and aerial ski jumps. There will also be a state-of-the-art set in Nine’s North Sydney studio that will again showcase cutting edge augmented reality technology that was used for Paris 2024, allowing brands integration and a world class viewer experience.
Nine is promising more than 2600 hours of Winter Olympics across the 9Network, 9Now and Stan Sport, along with coverage through Nine’s audio and publishing assets (inclusive of its mastheads and digital sites nine.com.au, WWOS.com.au and Pedestrian.TV).
Nine’s Paralympic Winter Games coverage will run from March 6 – 15 across the 9Network, 9Now and Stan Sport, as well as utilising Nine’s audio and publishing assets. Milano Cortina 2026 will mark the 50th anniversary since the first Paralympic Winter Games in 1976.
Expert panelists
Nine’s pitch to the room was focused on the beauty of the Northern Italy location and the expert on-air commentators. The team includes Australian Winter Olympic Gold medallists, including Torah Bright, Lydia Lassila, and Steven Bradbury.

Nine’s hosting team and full-commentary lineup will be announced at a later date, but Nine did mention other athletes expected to appear on the network during its coverage. They include Olympic mogul skier Britt Cox, snowboarder Steph Prem and alpine skier Jono Brauer will also provide their expertise through the Games, with the commentary line-up also including David Culbert (snowboard/alpine skiing), Sami Kennedy Sim (alpine skiing), Mitch Tomlinson (halfpipe, big air & slopestyle), and Matt Hill (downhill/slalom).