Nine’s Winter Games coverage will span television, streaming, publishing, and audio. (Nine Network Imagery)
Australian commercial broadcaster Nine Network has locked in a group of major domestic brands as headline partners for its coverage of the upcoming Milano-Cortina Olympic and Paralympic Winter Games.
Nine holds the rights to all summer and winter Olympic Games through 2032 as part of a deal agreed ahead of the Paris 2024 games. It then consolidated its coverage by picking up rights for the upcoming Milano Cortina 2026 Winter Paralympic Games in June.
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The Winter Olympics are set to run from February 6 to February 22, with the Winter Paralympics following from March 6 to 15.
Ahead of its coverage of both events, Nine Network has added NRMA Insurance, retailer Harvey Norman, the Chemist Warehouse pharmacy chain, health insurance firm Bupa, and car maker GWM to its growing list of partners as it continues to roll out its multiplatform strategy across linear network Nine Network, 9Now streaming service, and pay-TV platform Stan Sport.
Nine said each sponsor will play a unique role in its broadcast plans to deliver the most extensive Winter Games offering spanning television, streaming, publishing, and audio.
Parent company Nine Entertainment Co. owns several major newspapers, including the Sydney Morning Herald, The Age, and The Australian Financial Review. It also owns radio networks in all mainland state capitals except Adelaide.
The commercial packages offered to the new partners feature a range of opportunities, from sponsorships of daily news segments and medal tallies to custom, data-driven campaigns implemented through Nine’s Powered division.
Andrew Cann, Nine’s director of sales Olympic and Paralympic Games, said: “We are thrilled to welcome our headline brands, who recognize 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.”
More than 50 local athletes are set to compete, including freestyle star Jakara Anthony, snowboard halfpipe champion Scotty James and aerials duo Laura Peel and Danielle Scott, with the broadcaster leaning on the “adrenaline-fueled” nature of the event to appeal to a younger demographic.
It said 83% of 18 to 39-year-olds are predicted to turn into its coverage of the Games.
According to Nine’s post-Paris 2024 data, previous Olympic partners had achieved significant commercial gains, including up to a 70% rise in brand quality perception and a 47% increase in enquiries, showing the appeal of the Games to advertisers.
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