Sponsors Become More Visible at Winter Olympics

Product placement and arena shoutouts increase commercial presence at Milan Cortina Games

Feb. 23, 2026 at 10:07am

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The 2026 Winter Olympics in Milan Cortina have seen a growing presence of sponsor branding and advertising, with Powerade coolers, branded tissues, and automaker mentions during events. The International Olympic Committee is opening up more opportunities for partners to have their products and logos visible, a trend that is expected to continue leading up to the 2028 Los Angeles Olympics, where naming rights for venues may be sold for the first time.

Why it matters

The increased visibility of sponsors at the Olympics reflects the IOC's efforts to generate more revenue from its TOP (The Olympic Partner) program, which has been a financial success over four decades. However, this shift raises questions about protecting the clean, non-commercial image traditionally associated with the Olympic Games.

The details

Sponsor products and branding are now more "organically present" at Olympic events, with Powerade coolers, branded tissues, and mentions of automakers and other brands during broadcasts and in-venue announcements. This change has accelerated since the 2024 Paris Olympics, where the Louis Vuitton brand was prominently featured. The IOC is looking to create extra value for its TOP sponsors, as revenue dropped from $871 million in 2024 to $560 million in 2025.

  • The 2026 Winter Olympics are taking place in Milan Cortina, Italy.
  • The 2028 Summer Olympics will be held in Los Angeles, California.

The players

International Olympic Committee (IOC)

The governing body of the Olympic Movement, with the responsibility of selecting the host city and overseeing the organization of the Olympic Games.

Anne-Sophie Voumard

The marketing director for the International Olympic Committee.

Terrence Burns

A former Olympic marketing and consulting professional who has worked for the IOC and with sponsors and host cities.

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What they’re saying

“We continue to open up those opportunities for partners.”

— Anne-Sophie Voumard, Marketing Director, International Olympic Committee

“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 is expected to continue exploring new sponsorship opportunities, including the potential sale of venue naming rights, ahead of the 2028 Los Angeles Olympics.

The takeaway

The growing commercial presence at the Olympics reflects the IOC's efforts to generate more revenue from its sponsorship program, but this shift raises concerns about preserving the traditional clean, non-commercial image of the Games.