One thing that will always unite people from around the world, no matter where you’re from or what language you speak, is the love of the game – or in this case games – and more accurately, sport. And the Winter Olympics, the cooler (quite literally) sister of the Olympics, this year taking place in Milan, Italy does that like nothing else.
The Olympics always rounds up some unbelievable buzz (we had to), and this year was no exception. We saw everything from headline-making confessions, to heartwarming engagements, to physical fights on the ice. It’s safe to say that alongside those broken records and broken limbs, there might have been a few broken hearts in the mix as well.
Aside from the drama and the athletic spectacle that the Olympics always has to offer, we have to also acknowledge the marketing power that is behind it. Some might argue that the Olympics are already big enough, do they really need a marketing push? But as an agency we have to say that there is simply no such thing. And this year the Winter Olympics are gunning for gold with their marketing strategy.
From the opening ceremony the event had the world hooked, setting the tone for the rest of the ‘games’. They really did not hold back – Mariah Carey, as well as big hitters Laura Pausini and Andrea Bocelli taking the global stage. Alongside them, we saw actor and producer Pierfrancesco Favino, as well as Emmy-nominated actress Sabrina Impacciatore. Before any of the medals had even been awarded, Milan was owning the global spotlight.
And the celebrity momentum didn’t stop at the opening ceremony. The Winter Olympics tapped into one of the biggest entertainment phenomena of the year, ‘Heated Rivalry’. Using the popularity of one of the biggest series of the year to their advantage – what a move.
Directed by Jacob Tierney and based on the book by the same name, the show became an overnight sensation in late November 2025, with over 10.6 million viewers in the US tuning in as of early February 2026. The show stars actors Connor Storrie and Hudson Williams, who play two talented hockey players with an undeniable connection. The Winter Olympics decided they wanted to lean in – a move that every great marketeer makes. They took the massive audience and fanbase of ‘Heated Rivalry’ and made it their own – by inviting the two stars to be part of the Olympic Torch Relay on the 25th of January in Belluno, Italy. Not only did the Olympics show that they have their finger on the cultural pulse, but that they were participating in the culture itself. The crossover was a literal perfect fit – it felt truly authentic, it was timely and most importantly relevant.
And speaking of perfect – picture perfect even – we have to mention the Vogue Man photoshoot for the Chinese Olympic team. The architect behind these masterpieces was acclaimed photographer Win Tam, turning the Olympic athletes into fashion icons. The shoot was stunningly sleek, and cinematic, and whether it was intentional or not – strategic. In a world that moves fast, our ever evolving attention economy can leave you behind – even the Olympics knows that in order to stay relevant and top of mind it can’t all be about athletic excellence. And what better way to stay relevant, to introduce yourself to new audiences and mix two unexpected worlds together than to show up in style for Vogue China?
The magazine noted in an Instagram post:
“The opening of the Milan Winter Olympics has seen the Olympic team uniforms gradually become another focus of attention outside the competition venues. They not only shape the athletes’ appearance but also must meet the demands of high-intensity competition.”
The spotlight never shifted – but the audience did. By placing design and aesthetics at the forefront, the Olympics expanded their reach, engaging a segment of the population that might otherwise have felt disconnected or disinterested.
In doing so, they didn’t just participate in the cultural moment – they defined it.
And last but not least we have to mention the organic social content that has come out of the Olympics – over the course of the event, content flowed constantly – from the athletes themselves, the official Olympic channels, and of course, the millions of spectators watching in real time.
Athletes posted everything from behind-the-scenes Olympic village moments, to eating vlogs, videos to trending sounds and dancing videos that weren’t polished or purposeful. They were human and immediate, connecting the Olympics with the Gen Z audience in a way that feels most accessible and relatable to them. These social posts garnered reach and engagement in the millions, meaning the Winter Olympics was the thing on everybody’s lips.
And the Olympics themselves took advantage of the media moment – in a more polished way amplifying what the Olympic athletes were already doing. This means that every viewer got something that was suitable for their interests and tastes – some came to see unreal athletic prowess, while others came to see what kind of pasta their favourite athletes ate in the Olympic village.
And then there were the spectators. Fan edits. Reaction videos. Outfit breakdowns. Slow-motion replays. Every moment on the ice, slopes, or podium had the potential to become a shareable clip within minutes – which is gold in a marketing sense. Editorial, organic content has more value than any ad can replicate, as most marketeers know. It extends the lifecycle of the moment, and even more importantly it builds community, which is exactly what the Winter Olympics did from their social content alone.
This year the Winter Olympics truly went beyond the sport – it was about the culture, the relevance and the keeping the audience consistently engaged. And that truly deserves the number one spot and a gold medal.
