Gamestime Intelligence from Onboard Sports Advisory
With Onboard Sports Advisory on the ground in Italy and colleagues across our global offices supporting in real time, OBE is closely tracking the most important, dynamic, and conversation-shaping stories emerging from the Milano Cortina 2026 Winter Games.
TOP HEADLINES
TOP sponsors get further commercial integration into Milan Cortina Olympics (Sports Business Journal, 2/19)
U.S. figure skater Alysa Liu said she didn't care if she medaled. She won gold (NPR, 2/19)
USA takes Olympic gold in women’s hockey, defeating Canada in OT to cap dominant run (NYT, 2/19)
BUSINESS, MARKETING & SPONSORSHIP
Olympic Roundtable: Taking lessons on advanced planning on advanced planning into future games (Sports Business Journal, 2/20)
Olympic Roundtable: How Winter House, Casa Airbnb are building community hubs at Milan Cortina (Sports Business Journal, 2/19)
Lilly leverages Milan Cortina, LA28 deals in Olympic activations (Sports Business Journal, 2/19)
Organizers of the Winter Games made clean energy a priority. Here’s how they did it (AP News (AP News, 2/20)
FANS, CONTENT & MEDIA
Almost 20,000 biathlon fans reach deafening levels as they sing and cheer their heroes (AP News, 2/20)
Bagpipers play at Olympic curling in homage to sport’s Scottish heritage — but they’re Italian (AP News, 2/20)
How social media creators help NBC, Team USA, IOC boost interest in Milan Cortina Olympics by reaching audience where they are (Sports Business Journal, 2/20)
SPORTS HIGHLIGHTS
Winter Olympics 2026: Team USA demolishes Slovakia, setting up epic showdown vs. Canada in gold-medal game (Yahoo!, 2/20)
Norway wins 17th gold medal, setting Winter Olympics record (ESPN, 2/20)
An Olympic 'Canadian heritage moment': Team Canada fans relieved after comeback vs. Finland to advance to men's hockey gold-medal game (Yahoo!, 2/20)
Jordan Stolz Wins His Third Olympic Medal. In a Surprise Twist, It’s Not Gold (Time, 2/19)
FUTURE OF THE MOVEMENT
Flag football was everywhere at the Super Bowl. Why the NFL is all in — and what happens next (NYT, 2/18)
Utah organizers use Milan Cortina as chance to learn, prepare for 2034 (Sports Business Journal, 2/19)
OSA Gametime Observations
On the world’s biggest marketing stage—the Olympic Games—it’s easy for brands to get swept up in spectacle and scale. But the smartest Olympic marketers never lose sight of the Games’ true heartbeat: the athletes.
Some of the most compelling examples are coming to life inside the Milano Olympic Village. Two brands in particular stand out.
Team Ukraine athletes relax and connect inside the Corona Cero Cantina during Cortina Olympic Village Media Day on February 3, 2026 in Cortina, Italy. (Al Bello, Getty Images)
Corona Cero reimagined athlete engagement by creating a welcoming chalet-style oasis at the heart of the Village—an environment designed for balance, recovery, and connection. From energizing morning yoga to relaxed evening DJ sessions, the space delivered daily programming that was authentic, human, and athlete-first.
P&G’s Champions Clubhouse at the Milano Cortina 2026 Olympic and Paralympic Winter Games features immersive athlete-focused spaces, including the Head & Shoulders Scalp & Hair Studio and a central welcome area in the heart of the Villages. (P&G)
Meanwhile, P&G once again raised the bar with its now-iconic athlete support experience, offering holistic wellness through a combination of personalized services and trusted products—meeting athletes exactly where they are, both physically and emotionally.
These initiatives are a powerful reminder that the most impactful Olympic marketing doesn’t just chase attention—it earns trust. Congratulations to two powerhouse brands that placed athlete well-being at the core of their vision for Milano Cortina 2026, setting a gold-standard for smart, modern Olympic marketing.
Header Image: For figure skating, P&G brand Puff’s has been introduced to the “kiss and cry” area where athletes receive their scores. (Getty Images)