With the countdown to the Olympic and Paralympic Winter Games Milano Cortina 2026 now at 10 weeks, Nine has confirmed the headline brands supporting its upcoming broadcast.
NRMA Insurance, Harvey Norman, Chemist Warehouse, Bupa and GWM will feature as key partners and sponsors across the full coverage.
The partnerships will run across Nine’s unified media ecosystem, spanning the 9Network, 9Now, Stan Sport, Total Publishing and Total Audio.
The broadcaster says the group of marquee brands reflects strong market confidence in the scale and depth of its Olympics offering.
Nine is positioning Milano Cortina 2026 as its most comprehensive Winter Games broadcast to date, offering advertisers cross-platform packages designed to capture nationally engaged audiences.
The company says brands will be able to leverage data-driven audience insights, custom creative opportunities and major tentpole integrations across television, streaming, publishing and audio.
Nine’s Winter Games coverage will highlight athlete stories, medal moments and behind-the-scenes content, which the broadcaster expects to drive strong emotional engagement among viewers.
A key moment for advertisers
The event is expected to feature more than 50 Australian athletes, including freestyle skier Jakara Anthony, snowboarder Scotty James and aerial skiers Laura Peel and Danielle Scott.
Nine said it anticipates significant national interest, fuelled by what it predicts could be Australia’s strongest Winter Games medal prospects.
For advertisers, the Winter Olympics continues to deliver strong return on investment.
Nine reports that after the Paris 2024 Games, broadcast partners recorded improvements of up to 70 percent in brand quality perception and a 47 percent lift in enquiries.
With 83 percent of 18 to 39-year-olds expected to tune in, Nine says the Winter Games represent an opportunity to reach high-value audiences across platforms that are increasingly hard to reach through traditional channels.
More partners to be announced
Nine says the announcement of NRMA Insurance, Harvey Norman, Chemist Warehouse, Bupa and GWM as partners signals the start of broader commercial opportunities, with packages available for brands at all levels.
Andrew Cann, Nine’s Director of Sales Olympic and Paralympic Games, said the broadcaster is seeing strong demand from marketers seeking to align with a major national moment.
“We are thrilled to welcome our headline brands, who recognise the immense value of connecting with Australians during this powerful national moment. The broadcast of Milano Cortina 2026 presents a huge opportunity for brands to seize this unmissable chance to connect with millions of emotionally engaged Australians across Nine’s unrivalled Olympics integrated ecosystem,” Cann said.
Nine’s broadcast of the Olympic Winter Games Milano Cortina 2026 begins on 4 February with Let The Games Begin.
The Opening Ceremony will air on February 7 in Australia, screening live across the 9Network, 9Now and Stan Sport.