Digital outdoor media company QMS has launched its partnership packages for the Milano Cortina 2026 Olympic and Paralympic Winter Games during an event at the Sydney Opera House.
As the official outdoor media partner of the Australian Olympic and Paralympic teams, QMS will provide digital out of home advertising for brands.
QMS’ Milano Cortina Winter Games Network is expected to reach 79% of metropolitan Australians – building on the success of the Paris Games Network, which delivered 24% greater campaign impact for partner brands.
The company announced the first wave of commercial opportunities for advertisers on Thursday.
“Priced at $650,000, our partnership packages reach over three quarters of Metro Australians,” said Tim Murphy, chief sales officer at QMS.
“That’s well over 10 million Aussies and more than 406 million impressions over five weeks of activity.”
The launch event, hosted by Olympic mogul skier Brit Cox, was attended by major advertisers, agencies, and representatives from the Australian Olympic Committee (AOC) and Paralympics Australia (PA), including AOC CEO Mark Arbib and PA CEO Cameron Murray.
It featured a live panel with Olympians and Paralympians, including gold medallist Jakara Anthony, halfpipe snowboarder Valentino Guseli and para-snowboarder Ben Tudhope, who shared their journeys to qualifying for Milano Cortina.
Cox said representing Australia at the Olympics has been the greatest honour of her life.
“It’s truly special having the country behind you when you’re over there at the games,” she said.
“We have so many amazing connections through digital media and we really feel that when we are competing. That energy and excitement back home leads us to the next level.”
QMS CEO John O’Neil said the company is proud to continue supporting Australia's Winter Olympic and Paralympic teams.
“Following the success of the Paris 2024 Summer Games, we're excited to be back working hand-in-hand with the AOC and PA as we engage, inspire and unite all Australians outdoors through the power of winter sport,” he said.
“The Milano Cortina Games represent a powerful opportunity for brands to reach new heights with the influence of out of home and align with sporting excellence on the world stage.
“We are confident that our digital-first network will deliver the scale, immediacy, creativity – delivered through the latest in digital innovation – that advertisers need to connect with audiences during those breathtaking Winter Games moments.
"Our Paris 2024 Games Network was a proven success… and we're looking forward to replicating it for the Milano Cortina with fans across our rapidly expanding network of premium assets, including digital large format billboards, the City of Sydney street furniture network, The Convenience Network and Gold Coast street furniture assets.”
The Milano Cortina Winter Olympics begin on February 6 and will feature more than 2,900 athletes from 93 countries competing for medals across 16 sports.
The Paralympics start on March 6, featuring 600 athletes competing for 79 medals across six Paralympic sports.
Australia is expected to send a team of around 60 Olympians competing in 12 sports and 14 Paralympians in four sports.
Arbib said Milano Cortina 2026 is shaping up to be a “milestone moment” for Australia’s Winter Olympic movement.
“The stories of the increcible Australian winter athletes – of courage, grit and triumph – will capture the hearts and attention of Australians everywhere,” he said.
“In QMS, we have a partner who not only understands the power of those stories but has the scale and creativity to bring them to life across the country.
“Its world-class digital network gives Australians the chance to experience the Games as they happen in the moments that matter. It's a partnership we’re proud of, and we’re excited to see how it inspires Australians.”
Murray said he’s excited to be teaming up with QMS again.
“We are thrilled to have QMS back in our Paralympics Australia family for the Milano Cortina Winter Games to continue playing a key role in sharing the unique stories of our Winter Paralympians’ strength, unity and triumph of the Games to every corner of Australia,” he said.
“Now more than ever, our Australian Paralympic team resonates with Austalians and our continued partnership with QMS will help us connect our Paralympians and their remarkable stories with more Australians as they represent us on the global stage.”
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