Nine has revealed its integrated commercial offering across its Total TV, Total Publishing and Total Audio assets with less than eight months until the Olympic Winter Games Milano Cortina 2026.
Off the back of Nine’s coverage of Paris 2024 - which reached 19.5 million Australians - Milano Cortina 2026 is the second Olympic Games the broadcaster will deliver in a run to Brisbane 2032.
The Winter Olympics will spread across Northern Italy. The 9Network coverage will feature Australian Winter Olympic Gold medallists, including Torah Bright, Lydia Lassila and Steven Bradbury.
Olympic mogul skier Britt Cox, snowboarder Steph Prem and alpine skier Jono Brauer will share their expertise through the Games, alongside commentators David Culbert, Sami Kennedy Sim, Mitch Tomlinson and Matt Hill.
The network’s hosting team and full commentary lineup will be announced in the coming months.
Nine will be based in the alpine village of Livigno, with an additional set in North Sydney featuring augmented reality technology.
The Australian team, led by chef de mission Alisa Camplin, is expected to include more than 50 athletes competing across the 16-day event.
The Winter Olympics offer advertisers access to a highly engaged audience, with 83% of 18-39-year-olds expected to tune in. Nine will leverage its TV, audio, and publishing platforms to connect brands with this key demographic during Milano Cortina 2026.
Commercial packages will include cross-platform sponsorships, branded content, and targeted campaigns powered by data-driven insights via Powered, allowing brands to target audiences more precisely.
Nine will provide a 24/7 connected content ecosystem spanning all facets of Nine’s suite of assets. It will broadcast more than 2600 hours of Winter Olympics across the 9Network, 9Now and Stan Sport, alongside its audio, publishing and digital platforms including nine.com.au, WWOS.com.au and Pedestrian.TV.
The Paralympic Winter Games coverage, led by Paralympian Ellie Cole, will run from March 6-15 across 9Network, 9Now, Stan Sport, as well as its audio and publishing assets.
Marking 50 years since the first event, the 2026 Games will feature 665 Para-athletes from 50 countries competing for 79 medals.
Nine’s CEO Matt Stanton said the Games will be a celebration of courage, national pride, and human achievement.
“Nine’s coverage of Paris 2024 set a new benchmark for how Olympic and Paralympic Games are delivered to viewers, and Milano Cortina 2026 will build on our success,” he said.
“Whether fans are streaming on their phone, watching on their main screen, catching results on radio or reading about the big moments across our publishing assets, Australians can unite behind our athletes as they compete on the biggest stage.”
Nine’s chief sales officer Matt James said there is no other event quite like the Olympic and Paralympic Winter Games.
“Combining unbelievable athletic talent with whatever Mother Nature can throw at them, winter sport events are truly captivating, edge-of-the-seat viewing,” he said.
“For brands, this provides a marketing platform to reach a highly-engaged, enthusiastic younger audience at an unrivalled scale.
“As we go to market, advertisers will be given the chance to be a part of Nine’s coverage across TV, streaming, audio, digital and publishing offering rich branding moments across every touchpoint.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.