Nine Locks In Major Sponsors for Milano Cortina 2026

The Nine Network has secured a group of major Australian brands as headline partners for its multiplatform coverage of the Olympic and Paralympic Winter Games Milano Cortina 2026.

NRMA Insurance, Harvey Norman, Chemist Warehouse, Bupa, and GWM have signed on, confirming strong market confidence in Nine’s comprehensive, cross-platform commercial strategy just 10 weeks before the Opening Ceremony.

Nine’s commercial offering is strategically built around a “united media content ecosystem,” which integrates brand opportunities across the 9Network, 9Now, Stan Sport, Total Publishing, and Total Audio assets.

This whole-of-business approach is designed to maximise reach and connection through continuous content spanning television, streaming, radio, and digital mastheads.

Stating that the partnerships are a clear recognition of the broadcast’s unique value, Nine’s director of sales Olympic and Paralympic Games, Andrew Cann, said: “We are thrilled to welcome our headline brands, who recognise the immense value of connecting with Australians during this powerful national moment.”

“The broadcast of Milano Cortina 2026 presents a huge opportunity for brands to seize this unmissable chance to connect with millions of emotionally engaged Australians across Nine’s unrivalled Olympics integrated ecosystem,” Cann said. 

The value proposition for advertisers is anchored in solid audience metrics and proven return on investment (ROI). The Winter Games are noted for attracting an engaged, younger audience, with Nine projecting that 83% of 18–39-year-olds will tune in.

Furthermore, the broadcaster cited post-Paris 2024 data showing past Olympic partners achieved significant commercial gains, including up to a +70% uplift in brand quality perception and a +47% increase in enquiries.

The commercial packages span a range of opportunities, from sponsorships of daily segments and medal tallies to custom, data-driven campaigns executed through Nine’s Powered division. This approach ensures maximum resonance and precision for campaigns launching in the new year period.

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