QMS locks in Milano Cortina 2026 Olympics and Paralympics partnership

QMS has renewed its official outdoor media partnerships with the Australian Olympic Committee and Paralympics Australia ahead of the Milano Cortina 2026 Winter Olympic and Paralympic Games.

Building on its high-impact Paris 2024 campaign, QMS will roll out a new OOH commercial strategy for Milano Cortina, which kicks off on 6 February 2026. The Winter Games will see more than 3,500 athletes from 93 countries compete, with Australia expected to send one of its strongest Winter Olympic and Paralympic teams in history.

The media group delivered a reach of 11.5 million Australians during Paris 2024, serving some 81,000 real-time creative executions across both Games. Research from Kantar and Neuro-Insight showed strong results for participating brands, including double-digit brand funnel growth and a 22% uplift in long-term memory encoding compared to non-partner campaigns.

QMS CEO John O’Neill said the Winter Games partnership will build on QMS' digital capabilities and growing role in omnichannel brand campaigns.

“The Paris 2024 Olympic and Paralympic Games were a defining moment for QMS,” he said.

“Through digital innovation and creative dynamism, our medium showcased real-time, contextually relevant content at scale. We’ll be bringing the same energy and flexibility to Milano Cortina.”

Australian Olympic Committee CEO Mark Arbib said the renewed partnership would again leverage OOH to drive national pride and visibility for athletes.

Paralympics Australia CEO Cameron Murray said he saw firsthand the QMS network’s power in shining a spotlight on disability, inclusivity and social change.

“We couldn’t be more pleased to extend our partnership with QMS for Milano Cortina.”

QMS will reveal its Milano Cortina commercial offering in the coming months.