QMS has confirmed its Milano Cortina 2026 Olympic and Paralympic Winter Games Network is fully sold, with nine advertisers securing placements well ahead of the Games.
The leading digital out of home company said the sold out result underscores strong advertiser demand for large scale, real time Olympic coverage following the success of its Paris 2024 network.
Winter Games network reaches 80% of metro Australians
Headlined by returning partner Allianz, the 100% digital network is expected to reach around 80% of metropolitan Australians.
The bespoke national offering spans QMS’ digital large format billboards, City of Sydney street furniture, The Convenience Network, Canberra Airport and Gold Coast street furniture assets.
Around half of the NSW large format sites included in the network are new additions since Paris 2024, extending QMS’ footprint across key commuter and high traffic environments.
QMS Chief Sales Officer Tim Murphy said advertiser appetite for the Winter Games offering had been strong from the outset.
“We are delighted with the advertiser response to our Winter Games Network and in particular look forward to welcoming back returning partner Allianz,” Murphy said.
“Building on the success of the Summer Games in Paris, these Winter Games represent a great opportunity for brands to tap into a major cultural moment and leverage the power of digital out of home to deliver their campaigns with scale, immediacy and creativity.”
Murphy said the European time zone of the Milano Cortina Games aligns well with Australian out of home viewing patterns, with coverage peaking during morning and evening commuter windows.
“The European time zone is perfect for Australian out of home audiences. Winter Games coverage will peak during our prime travel and commuter windows in the morning and evening, right when DOOH is at its strongest,” he said.
“That means attention will be on big Games moments when Aussies are most likely to see them, on their way to and from work and outdoors enjoying our summer months.”
Allianz returns after Paris success
Allianz, the Worldwide Insurance Partner of the Olympic and Paralympic Games, has returned to the QMS network following its Paris 2024 campaign.
Laura Halbert, Allianz GM of Consumer Strategy and Marketing, said the brand was looking forward to supporting Australian athletes once again.
“As the Worldwide Insurance Partner of the Olympic and Paralympic Games, Allianz is proud to once again be supporting our Australian athletes as they head to Milano Cortina for the 2026 Winter Games to compete on the world stage,” Halbert said.
“We’re excited to be working closely with QMS once more following the success from our Paris 2024 campaign.”
Australian Olympic Committee CEO Mark Arbib said the partnership helps keep athletes connected with fans across the country during the Games.
“I’m excited to see the QMS screens and billboards come to life during Milano Cortina 2026, and it’s particularly pleasing to see so many Australian Winter Olympic Team sponsors involved,” Arbib said.
“QMS and their out of home media keeps our Team connected to fans on the streets of Australia during the Games time period, which happened so successfully during Paris 2024.”
Strong performance benchmarks from Paris 2024
During the Paris 2024 Olympics and Paralympics, QMS reached 11.5 million Australians and dynamically served more than 81,000 pieces of real time breaking news content across its network.
Post Games research by Kantar found significant uplifts in key brand metrics for participating advertisers, while Neuro Insight studies showed Paris network campaigns achieved a 22% higher long term memory encoding response compared with non network campaigns.
QMS is the official outdoor media partner of the Australian Olympic Committee and Paralympics Australia for the Milano Cortina 2026 Winter Games.
The Winter Olympics will open on 6 February 2026, featuring more than 2,900 athletes from 93 countries across 16 disciplines. The Winter Paralympics will follow on 6 March, with around 600 athletes competing across six sports.