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
Nightly Olympic cauldron show draws thousands to Milan’s Arch of Peace (WGN, 2/10)
Calm atmosphere prevails at Milan Cortina despite political unrest outside Games (SBJ, 2/10)
Olympic bosses investigate why medals are breaking (BBC, 2/9)
BUSINESS, MARKETING & SPONSORSHIP
Ralph Lauren goes global for Milano Cortina 2026 (Luxury Daily, 2/9)
On the ground in Milan: Inside Brazil’s ‘Casa Brasil’ (SBJ, 2/10)
Winter House gives Team USA athletes space to unwind in Milan (SBJ, 2/9)
Alibaba’s AI Ambitions Take Center Stage in Milan Ahead of 2026 Winter Games (Ad Hoc News, 2/10)
China’s Technological Brawn Is on Show at Winter Olympics (Yicai, 2/9)
Olympic partner P&G offer athletes a makeover at Milano Cortina 2026: "Look good, feel good" (Olympics.com, 2/8)
FANS, CONTENT & MEDIA
Milan Cortina Winter Olympics offers family-friendly fan experience (KMBC News, 2/9)
Heated Rivalry Fans Descend Upon Hockey Games at Winter Olympics: ‘I Want to See It in Action’ (Times, 2/6)
An Olympian Quest in Milan: Glimpsing a K-Pop Superstar (NYT, 2/10)
We get to see Minions figure skating program at Olympics. Here’s how it got cleared (USA Today, 2/9)
SPORTS HIGHLIGHTS
Mikaela Shiffrin’s Winter Olympics drought continues after slalom slump in team event (The Guardian, 2/10)
American Ben Ogden wins silver, breaking 50 year medal drought for U.S. men's cross-country skiing (NPR, 2/10)
USA Women's Hockey Hands Canada First Ever Olympic Shutout For Top Seed (FloHockey, 2/10)
FUTURE OF THE MOVEMENT
IOC open to earlier dates for future Winter Olympics and Paralympics because of warmer temperatures (PreventionWeb, 2/9)
On Thin Ice: Rethinking the Future of Winter Sports in a Changing Climate (EESI, 2/10)
AI is coming to Olympic judging: what makes it a game changer? (AI Hub, 2/9)
Milano Cortina model grabs attention in NYC (Inside the Games, 2/7)
Brisbane ’32 Learns from Milano-Cortina (Allora!, 2/11)
Canada to consider 2038 Olympic bid (Inside the Games, 2/7)
OSA Gametime Observations
Eli Lilly’s illuminated sports-figure installation in central Milan is a smart example of proactive, city-integrated marketing that clearly resonated with fans well ahead of the Games. It launched during the Holiday Season and continues to be a fan favorite. By partnering directly with the City rather than relying on standard Organizing Committee offerings, Lilly achieved months of standout visibility (including both press coverage and NBC broadcast integration) while contributing meaningfully to Milan’s celebration. It’s a strong reminder that sometimes the most effective major-event activations come from thinking beyond the official playbook.
