Corporate events at the Olympics: Lessons from Beijing 2022 for Milano-Cortina 2026

Olympic audiences are young, engaged, and expanding

These numbers highlight an extraordinary opportunity: a growing, highly engaged, and increasingly younger audience. According to FrancsJeux, 57% of 13–19-year-olds want to follow more Olympic events in the future.

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The Games are no longer just a televised spectacle—they’re a digital experience with massive reach and a strong emotional pull, especially among Gen Z.

Olympic sponsorship ROI: Lessons from Airbnb

Olympic sponsorships require significant investments—TOP partnerships exceed $100 million per year—but the potential returns can be transformative.

Airbnb’s Olympic deal, for instance, has been described as one of the highest ROI cases in sports sponsorship history. By aligning its core business with the Olympic platform, the company leveraged exclusive access in the hospitality sector to integrate sponsorship directly into revenue generation.

Balues, brand trust, audience expectations

The Olympics are closely associated with positive values like perseverance, respect, and inclusion. Consumers expect sponsors to uphold and reflect these ideals.

A study by Havas shows that 73% of people expect Olympic sponsors to actively support sports and bring positive contributions to host communities—rising to over 84% among those planning to follow Milano-Cortina. A brand presence built on authentic commitments—not just logo placement—can significantly enhance brand affinity and trust.

Milano-Cortina 2026: Team building and brand activations

Since Olympic venues are “brand-clean” and restrict direct logo placement, success relies on creative, omnichannel storytelling and audience-centered experiences. This is where corporate events and sustainable team building come into play. Organizing Olympic-themed experiences, aligned with the spirit of the Games and rooted in purpose, allows companies to build meaningful engagement—internally with employees, and externally with the public. For brands looking ahead to Milano-Cortina, thoughtful activation is more than visibility—it’s strategy in action.

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