The 2026 Olympic Winter Games in Milano Cortina will command the world’s attention next year. For global household names, the opportunity to stand atop the podium as an official sponsor is worth the multi-million-dollar investment. But for most brands including regional players, growth-stage companies and even well-known national advertisers, the official partnership tier is simply out of reach.
That doesn’t mean they have to sit on the sidelines.
With the right strategy and a smart blend of media, positioning and creativity, marketers can capture the excitement, energy and emotional connection of the international games without paying for licensing rights. In many ways, this is a moment tailor-made for modern marketing: consumers are inspired, audiences are tuned in and storytelling rooted in perseverance and excellence feels especially timely.
Here are some of the most effective strategies we’re helping brands deploy as they gear up for 2026.
Align with the Energy, Not the Logo
The rule of thumb for brands without licensing is simple: you can’t imply a direct affiliation with the Milano Cortina games, but you can align with the universal themes people love them for.
That opens the door to creative campaigns centered on:
Perseverance and teamwork
Training, performance and preparation
National or regional pride
Personal bests, goals and growth
Resilience
You’re not “sponsoring,” you’re tapping into the emotions behind the competition. Consumers respond to that authenticity, especially when paired with human storytelling.
Use the Moment to Strengthen Employer Branding
Something many marketers overlook: major cultural events are powerful tools for talent attraction.
The winter competitions highlight grit, ambition and excellence. These are qualities every great candidate aspires to. Brands can leverage that in:
Recruiting campaigns that position the workplace as a high-performance culture
Opportunities to spotlight employee achievements and internal values
Messaging that frames career growth as a “personal victory” moment
This plays especially well on LinkedIn, streaming audio and paid social when combined with video or short storytelling formats. Recruitment today is an extension of brand marketing. This is a cultural moment where the two align beautifully.
Invest Where Attention is Highest (Not Just Where Rates Are)
Official inventory will be expensive, but adjacent inventory in digital, is an undervalued opportunity. The smartest current plays include:
Programmatic video and CTV/OTT: High consumption during major sporting windows means premium attention, without premium rights fees.
OOH and DOOH: Transit hubs, gyms, sports complexes and commuter locations are natural fit environments for “performance” messaging.
Paid social: Platform algorithms will naturally reward topical relevance. Even simple thematic cues like visual storytelling rooted in dedication or momentum will lift engagement.
Local and regional media: When national outlets are booked solid, local placements offer outsized impact at far lower cost, especially for brands with a geographic footprint.
This is a follow the audience moment. People are going to be watching, talking, and reacting. Savvy marketers will show up where that attention is concentrated, not necessarily inside the broadcast.
Creative that Competes Without Crossing the Line
You don’t need the Olympic rings, or to mention the Milano Cortina games at all, to make a campaign feel like part of the cultural conversation. Smart creative direction uses:
Motion, pace and visual metaphor
Athlete or training-style storytelling (without naming the games)
Inspiration-first scripting
Goal, moment, win, shine, peak performance language
Brand-as-coach or brand-as-teammate positioning
Compliance isn’t a barrier when you build conceptually instead of literally. Some of the most effective non-sponsor creative from past games never mentioned the event by name.
Community or Cause Tie-ins Amplify Relevance
The winter events are about more than entertainment; they’re about achievement with purpose. When brands align with programs that support youth sports, equity in athletics, coaching, mentorship or local wellness initiatives, the connection feels even more authentic. This also improves PR and earned-media traction while expanding campaign reach beyond paid channels.
The Big Takeaway
You don’t need official sponsor rights to earn a place in the winter games conversation. You need timing, relevance, creative clarity and the courage to build story over slogan.
Moments like this come with built-in emotional lift and cultural momentum. Marketers who prepare now can capture disproportionate attention next year without overspending, and in many cases, with longer-lasting brand equity than a high-cost logo placement would buy.
Ready to make your brand part of the 2026 Milano Cortina conversation? Let’s build your moment. Start your winning campaign HERE.
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©2025 DK New Media, LLC, All rights reserved | DisclosureOriginally Published on Martech Zone: The Non-Sponsor’s Playbook: Making the Most of Milano Cortina 2026