In a significant milestone for Australia’s sporting landscape, Nine Network has ramped up its preparations for the upcoming Winter Olympics following its acquisition of rights to both the Olympic and Paralympic Games. This strategic move is part of Nine’s expansive multiplatform strategy that integrates content across the Nine Network, 9Now, and Stan Sport, enhancing viewer access and engagement.
The network has successfully secured partnerships with some of Australia’s most recognizable brands, including NRMA Insurance, Harvey Norman, Chemist Warehouse, Bupa, and GWM. These partnerships are vital as Nine aims to create the most comprehensive Winter Olympics coverage the country has ever seen, focusing on television, streaming, digital publishing, and audio broadcast.
Highlighting the significance of these collaborations, Nine emphasizes that they are part of a broader initiative to foster national engagement. The network plans to amplify the stories of athletes, tapping into the emotional connections associated with the Games. With over 50 local athletes set to compete, the spotlight will shine on notable stars such as freestyle sensation Jakara Anthony, snowboard halfpipe champion Scotty James, and aerials pair Laura Peel and Danielle Scott.
For advertisers, the Winter Olympics presents an enticing platform, characterized by high-impact engagement and strong potential returns. Nine anticipates that approximately 83% of viewers aged 18 to 39 will tune into the broadcasts, making it an ideal opportunity for brands to reach a sought-after demographic. The advertising packages offered include cross-platform integrations, bespoke daily segment sponsorships, data-driven campaigns, and customized content opportunities.
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Andrew Cann, Nine’s Director of Sales Olympic and Paralympic Games, expressed enthusiasm about welcoming these key brands into the fold, emphasizing their recognition of the immense importance of connecting with Australians during this compelling event. He noted that the broadcast of the Milano Cortina 2026 Olympics represents a unique chance for brands to engage deeply with the emotionally invested Australian audience.
Nine’s coverage of the Olympic Winter Games Milano Cortina 2026 is set to kick off on Wednesday, February 4, with an introductory segment titled “Let The Games Begin.” The official Opening Ceremony will take place on February 7, with all content made available across the Nine Network, 9Now, and Stan Sport, promising an exciting winter sporting event for viewers nationwide.
