Major brand partners are drawn to the Olympics for the billions of expected viewers, and the 2026 Winter Olympics are no exception.
EUGENE, Ore. — The Olympic Games trace their roots back nearly 3,000 years to ancient Greece. At just over 130 years old, the modern Olympics are consistently one of the largest global sporting events in the world — and one of the most powerful advertising platforms. That certainly remains the case for the 2026 Winter Olympics, which will run for 19 days and attract a massive worldwide audience.
“It’s huge,” said Lauren Anderson, director of the Warsaw Sports Business Center at the University of
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