The Business of the Olympic Winter Games 2026

The "Business of the Olympic Winter Games 2026" report is part of the the analyst's 'Business of' series of sport competition profiles. The report takes a deep dive into the event in Milano-Cortina. The report explores the broadcast rights linked to the competition and its participating National Olympic Committee's (NOC). Specifically, it looks at the main media and sponsorship rights for the event, as well the NOC's sponsorship portfolio's. The report also looks at the social media followings of the top NOC's and comparison to other major competitions, and the potential ticket revenue on offer throughout the event.

Largest Broadcast Deal: NBC’s US broadcast deal is the largest by value, at a reported $7.65 billion for six editions between 2022 and 2032. This partnership has already been extended to 2036, for a further $3 billion, and includes all-platform media rights, as well as new, innovative joint strategic initiatives and projects. Sponsorship Overview: The International Olympic Committee’s sponsorship program (TOP) currently boasts 11 global partners, a notable reduction from the 15 sponsors for the Beijing/Paris cycle. Separately, the 2026 Milano Cortina Winter Olympic Games domestic program featured 56 sponsors. National Olympic Committee Overview: Sponsorship revenue among top NOCs for the 2026 Winter Olympics is highly unequal, with the US overwhelmingly dominant due to its massive market, strong brand and athlete visibility, and sophisticated sports marketing infrastructure. Ticket Price Breakdown: Tickets were sold per session with tiered seating and occasional cheaper general admission, with prices ranging from about €40-€200 ($46.24 - $231.19) for sports like curling/biathlon up to roughly €280-€1, 200 ($323.67 - $1,387.14) for figure skating depending on category and event. Bidding Process: Multiple cities entered the 2026 Winter Olympics bid but most withdrew due to cost and public/political concerns, leaving Milano Cortina and Stockholm-Are as finalists, with the IOC selecting Milano Cortina in June 2019 for its sustainability focus, use of existing venues, and strong legacy and infrastructure plans. Social Media Breakdown: The Olympic Games’ social following has surged to 53.9 million across Instagram, Facebook, and X-up 30.5% since June 2024-driven by effective storytelling and engagement that’s helping it catch up to larger sports competitions.

Report Scope

• This report takes a deep dive into the 2026 Olympic Winter Games, including a look at its sponsorship portfolio, broadcasters, attendance and ticketing.

Reasons to Buy

• For those wanting an in-depth analysis of the 2026 Olympic Winter Games, in the sense of both business and popularity.