QMS sells out Milano Cortina Winter Games Network ahead of 2026 Olympics

QMS has sold out its Milano Cortina 2026 Olympic and Paralympic Winter Games Network, locking in nine advertisers ahead of the Games.

Headlined by returning partner Allianz, the digital national network is aiming to reach around 80% of metropolitan Australians and spans QMS’ large format digital billboards, City of Sydney street furniture, The Convenience Network, Canberra Airport and Gold Coast street furniture assets. Around half of the NSW sites included are new additions since the Paris 2024 Games.

QMS chief sales officer Tim Murphy said the response from advertisers reflected growing demand for high-impact digital out of home around major global sporting moments.

“We are delighted with the advertiser response to our Winter Games Network and in particular look forward to welcoming back returning partner Allianz,” Murphy said.

“Building on the success of the Summer Games in Paris, these Winter Games represent a great opportunity for brands to tap into a major cultural moment and leverage the power of digital out of home to deliver campaigns with scale, immediacy and creativity.”

Murphy said the European time zone made the Winter Games particularly effective for Australian audiences, with coverage peaking during morning and evening commuter periods when DOOH performs strongest.

“The European time zone is perfect for Australian out of home audiences,” he said. “Winter Games coverage will peak during our prime travel and commuter windows in the morning and evening, right when DOOH is at its strongest.”

Allianz general manager of consumer strategy and marketing Laura Halbert said the brand was returning to the QMS network following the success of its Paris 2024 activity.

“As the Worldwide Insurance Partner of the Olympic and Paralympic Games, Allianz is proud to once again be supporting our Australian athletes as they head to Milano Cortina for the 2026 Winter Games,” Halbert said. “We're excited to be working closely with QMS once more following the success from our Paris 2024 campaign.”

Australian Olympic Committee CEO Mark Arbib said the partnership would help keep fans connected to Team Australia throughout the Games period.

“I’m excited to see the QMS screens and billboards come to life during Milano Cortina 2026,” Arbib said. “QMS and their out of home media keeps our Team connected to fans on the streets of Australia during the Games-time period, which happened so successfully during Paris 2024.”

The Milano Cortina announcement builds on QMS’ performance during the Paris 2024 Olympic and Paralympic Games, where the company delivered an audience reach of 11.5 million Australians and dynamically served more than 81,000 pieces of real-time breaking news content across the Games.

According to QMS, research from Kantar showed the Paris network delivered strong uplifts across brand metrics for partners, while Neuro-Insight studies found campaigns achieved a 22% higher long-term memory encoding response compared to non-network partner activity.

QMS is the official outdoor media partner of the Australian Olympic Committee and Paralympics Australia for the Milano Cortina 2026 Winter Games.

The Milano Cortina Winter Olympics open on 6 February 2026, followed by the Winter Paralympics on 6 March 2026.