The Milano Cortina 2026 Winter Olympic Games were sponsored by 56 brands. However, the Games recorded the lowest domestic sponsorship revenue for a Winter Olympics since Torino 2006, according to the figures from the International Olympic Committee’s (IOC) Olympic Marketing Fact File and estimates from GlobalData, a leading intelligence and productivity platform.
GlobalData’s latest report, “The Business of the Olympic Winter Games 2026,” reveals that the sponsorship revenue among top National Olympic Committees (NOCs) for the 2026 Winter Olympics was highly unequal, with the US overwhelmingly dominant due to its massive market, strong brand and athlete visibility, and sophisticated sports marketing infrastructure. A total of 1.3 million tickets were sold for the 2026 Winter Olympics, which was approximately 88% of the total availability.
Olivia Snooks, Sport Analyst at GlobalData, comments: “The domestic sponsorship revenue estimate for Milano Cortina 2026 was one-third of that generated by Beijing 2022. The gap reflects structural differences between the two markets: Italy’s domestic market is smaller and less globally scaled than China’s, which limits the potential for large local sponsorship deals.”
The IOC currently has 11 TOP (The Olympic Programme) sponsors. These sponsors are not exclusive to the Winter Games—they are linked to the Olympic Movement at the highest level and support both the Winter and Summer Games through multi-year, global agreements, extending their impact beyond a single edition. Additionally, competition-level sponsors played a pivotal role in supporting the 2026 edition of the Games. Premium partners, including Enel, led funding and services, supported by partners, sponsors, for example Uber, and official supporters/hospitality providers (e.g., On Location), ensured a well-resourced, high-quality Games.
Since 1960, broadcast revenue for the Olympic Winter Games has exhibited a strong upward trajectory, growing from only $0.05 million for Lake Tahoe 1960 to $1.45 billion for Beijing 2022. The upward curve in broadcast revenue steepened considerably post-1980s, breaking past the half-billion mark by the Nagano 1998 edition and then crossing the billion-dollar threshold for Vancouver 2010. The revenue figures continue to climb steadily through to Milano Cortina 2026.
Snooks continues: “Estimated broadcast revenue for the Milano Cortina 2026 Winter Olympics marks the largest single-edition jump in recent history, representing an increase of over $200 million compared to the 2022 Beijing Games. The rise not only reflects growing international demand but also signals confidence in the Olympics’ ability to deliver unmatched reach and engagement to broadcasters’ diverse audiences worldwide”
Sponsorship values for the 2026 Winter Olympics vary considerably among NOCs, influenced by each NOC’s scale, market appeal, and approach to commercialization. In terms of average value per deal, Italy sits at the top, which reflects its unique advantage as the 2026 host nation and likely benefitting from heightened sponsor enthusiasm and a “halo effect” driven by global media coverage, increased tourism, and broader hospitality exposure. It’s important to note that Italy’s average is based on a limited number of deals and can therefore be skewed upwards.
Snooks concludes: “France and China sit behind Italy in terms of average value, and their high averages point to strong brand interest, though the dynamics differ between the two. China’s high average deal value reinforces the view that the country’s vast consumer reach and rising international profile make the Chinese NOC an attractive platform for exposure in a huge market. As a result, partnerships are often driven by domestic companies looking to demonstrate national pride and by global brands seeking to deepen their presence.”
