Olympics

Photo collage of screenshots from TNT Doubleheader ad for NHL coverage, including some NHL players and the Stanley Cup.
Sports Marketing

How the NHL plans to keep Olympic fans hooked through the Stanley Cup

Hockey fandom is booming, and the NHL is aiming to make it last. Plus, “we need to be likeable,” one exec said.

Alyssa Meyers
Screenshots of athletes training with their dogs from an Olympics-tied ad campaign for Nulo Pet Food
Sports Marketing

Why a pet food company went all-in on the Olympics and Paralympics

After a successful Paris 2024 campaign, Nulo upped its spend on Milano Cortina and has plans for LA28.

Alyssa Meyers
Skier Lindsey Vonn doing physical therapy
TV & Streaming

How Figs pivoted its Lindsey Vonn Winter Olympics campaign

The medical apparel brand started the Games with a campaign about Vonn’s epic comeback after injury. Then she got hurt again.

Alyssa Meyers
A pipeline clogged with money
Data & Tech

Cyclical events to boost 2026 ad spend, but recession, tariff concerns remain: IAB

While midterms and sports tentpoles will lead to increased ad investment, 9 in 10 buyers were concerned about tariffs’ effects on ad spend, the trade group’s outlook survey found.

Jasmine Sheena
Brenna Huckaby, a snowboarder and four-time U.S. Paralympic medalist, takes a bite out of a Hershey chocolate with a Hershey's gold medal around her neck, with the text overlay "Happy place beats first place," a still from the confection company's new brand campaign tied to the Winter Olympics
Brand Strategy

‘The year of Hershey’s’: Inside the confectioner’s first brand platform in 8 years

The brand is tapping into cultural moments like the Winter Games, World Cup, and America250 to bring its message home, an exec said.

Kristina Monllos
Graphic of a snowboard with "your ad here" on the bottom.
Sports Marketing

Why brands are hitting the slopes for the 2026 Winter Games

Between athlete storylines and personalities, non-Olympic events, and après-ski culture, there’s plenty in skiing and snowboarding for sponsors to tap into.

Alyssa Meyers
The Olympic rings appear in front of a mountain range, promoting the Milano Cortina Winter Olympics
TV & Streaming

Games, AI recommendations, and multicams: NBCU’s plans to boost engagement ahead of a sports-packed winter

Ahead of “Legendary February” with the Winter Games, the Super Bowl, and NBA All-Star Weekend, the network is pulling out all the stops.

Jasmine Sheena

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