Milano Cortina 2026: IOC Unveils Digital-First Marketing Strategy

The International Olympic Committee (IOC) has formalised a strategic marketing and media framework for the Olympic Winter Games Milano Cortina 2026.

This multifaceted program prioritises technological innovation and digital-first fan engagement, marking the first time a Winter Games will fully implement the IOC’s centralised ticketing and hospitality model.

The organisation’s broadcast strategy, led by Olympic Broadcasting Services (OBS), is set to produce a record 6,500 hours of content, a 550% increase since 2006.

The program will leverage AI-powered replays, 24 drones, and 32 cinematic cameras to deliver “immersive, data-rich coverage”. Innovations include cloud-based production through Alibaba Cloud, which allows for a virtualized control centre, and “The Athlete Moment” stations (developed with TCL) to connect athletes with families in real time.

The Worldwide Olympic Partner (TOP) Program remains an important commercial driver, contributing 36% of the IOC’s total revenue.

Global brands such as Samsung, Alibaba, and Visa are integrating strategic technology solutions into the event’s infrastructure. Alibaba is transforming the Games for the AI era through cloud-powered broadcasting, while Samsung will provide specialised Galaxy devices to all competing athletes.

Visa is implementing contactless “tap to ride” payments and wearable “SkiTap26” bracelets for seamless mountain access.

The IOC’s financial model remains robust, with commercial revenue reaching USD7.7 billion (AUD11.4 billion) for the 2021-2024 cycle. As a non-profit, the organisation redistributes 90% of its revenue, approximately USD4.7 million (UAD7.014 million) every day, to support athletes and sports development globally.

This includes an Olympic Solidarity budget of USD650 million (AUD 970 million) for 2025-2028, ensuring the honour and viability of the Olympic Movement for nations with limited resources.

By combining record-breaking broadcasting innovations with a robust program of digital engagement and a flagship megastore in Milan’s Piazza Duomo, the organisation aims to inspire a global audience while delivering a sustainable and operationally efficient Games.

For the full documentation of the guide, click here.

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