QMS Expands Olympic and Paralympic Partnership to Milano Cortina 2026

Digital outdoor media, QMS, has announced its partnership with the Australian Olympic Committee and Paralympics Australia for the upcoming Milano Cortina 2026 Winter Olympics and Paralympic Games.

Commenting on the partnership, chief executive officer of QMS, John O’Neill, said: “It marked a pivotal moment for QMS, demonstrating the evolving function of digital out-of-home (DOOH) media in integrated brand strategies.”

“The innovation and creativity exhibited allowed us to highlight the connection between audiences and brands through real-time, contextually relevant content on a large scale,” O’Neill said.

CEO of the Australian Olympic Committee, Mark Arbib, added: “They represent the zenith of sport both locally and globally.”

“QMS has transformed our collaboration with our OOH media partner to more effectively connect with Australian audiences and share the powerful narratives of our Olympians,” Arbib noted.

Additionally, CEO of Paralympics Australia, Cameron Murray, noted: “Last year, we witnessed how the QMS network effectively focused attention on disability, inclusivity, and social change while highlighting elite sports and the resilience of the human spirit.”

“We are thrilled to extend our partnership with QMS for the Milano Cortina Winter Paralympic Games,” Murray said.

Neuro-Insight’s studies revealed that campaigns linked to Paris partners led to a 22% increase in long-term memory encoding responses compared to non-partner campaigns, showcasing the impacts of their digital OOH integration.

As the official outdoor media partner for both Australian teams, QMS plans to unveil detailed commercial packages for its Milano Cortina 2026 OOH advertising initiatives.

The Milano Cortina Winter Olympics, starting February 6, 2026, will feature over 3,500 athletes from 93 countries. This will be followed by the Winter Paralympics on March 6, with around 600 athletes.

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