Sponsors Gain Increased Visibility at Winter Olympics

Product placement, arena shoutouts, and venue naming rights mark shift in Olympic advertising policies.

Feb. 21, 2026 at 2:15pm

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The 2026 Milan Cortina Winter Olympics have seen a noticeable increase in sponsor visibility, with Powerade branding, automaker mentions, and even Louis Vuitton-branded medal podiums. This shift represents a gradual relaxation of the IOC's "clean venue" policy, as the organization seeks to generate more revenue from its TOP sponsorship program ahead of the 2028 Los Angeles Games, where naming rights for venues will be allowed for the first time.

Why it matters

The growing sponsor presence at the Olympics reflects the IOC's need to maximize revenue from its lucrative TOP sponsorship program, which has seen a slight dip in recent years. This trend raises questions about the balance between commercialization and the traditional "clean" Olympic brand, as the organization navigates how to best serve its stakeholders while preserving the Games' legacy and uniqueness.

The details

Sponsor branding can now be seen more "organically" throughout Olympic venues, from Powerade coolers in the freestyle skiing area to automaker mentions during hockey games. The IOC has gradually relaxed its "clean venue" policy, which previously required strict restrictions on any visible logos or advertising. This shift accelerated after the 2024 Paris Olympics, where the Louis Vuitton brand was prominently featured. For the 2028 Los Angeles Games, the IOC has approved the selling of venue naming rights, a first for the Olympics.

  • The 2026 Milan Cortina Winter Olympics are currently underway.
  • The 2024 Paris Olympics saw a prominent placement of the Louis Vuitton brand.
  • The 2028 Los Angeles Olympics will allow venue naming rights for the first time.

The players

Eileen Gu

A freestyle skier competing at the 2026 Milan Cortina Winter Olympics.

Anne-Sophie Voumard

The International Olympic Committee's marketing director.

Terrence Burns

A former Olympic marketing and consulting professional.

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What they’re saying

“We continue to open up those opportunities for partners. Sponsor products can now 'organically be present' more widely.”

— Anne-Sophie Voumard, IOC Marketing Director

“It seems like there's been an increasing need and desire from the sponsors for the IOC to show greater value in the TOP program (for the biggest partners).”

— Terrence Burns, Former Olympic Marketing and Consulting Professional

“I think it's a psychological 'Attaboy' to see your brand on a board somewhere in and around the Olympics. I get it, but show me how that helps you sell more things.”

— Terrence Burns, Former Olympic Marketing and Consulting Professional

What’s next

The IOC will likely continue to evaluate how to balance sponsor visibility and Olympic brand integrity ahead of the 2028 Los Angeles Games, where venue naming rights will be allowed for the first time.

The takeaway

The growing sponsor presence at the Olympics reflects the IOC's need to generate revenue, but also raises concerns about preserving the Games' traditional "clean" brand. As the organization navigates this shift, it will need to find the right balance between commercialization and the legacy of the Olympic movement.