NBCUniversal has announced that all advertising inventory for the 2026 Milan Cortina Winter Olympics has been sold out, setting a new record for Winter Games ad sales. The upcoming Games, scheduled for February 6-22, 2026, have attracted more advertisers than any previous Winter Olympics.

The Milan Cortina 2026 Olympics are part of NBCUniversal’s “Legendary February” programming lineup, which also features the Super Bowl on February 8 and the NBA All-Star Game on February 15. This trio of major sporting events has driven exceptional demand from advertisers, resulting in a complete sellout across all three events.

Mark Marshall, chairman of Global Advertising and Partnerships at NBCUniversal, highlighted the company’s strong position, stating, “With the resurgence of the Olympic movement, our strongest Sports Upfront in history, the early sellout of Super Bowl LX, and the remarkable return of the NBA, NBCUniversal has solidified itself as a sports powerhouse and brands have taken notice.”

Following the success of the 2024 Paris Olympics, more than 100 new advertisers have committed to the Milan Cortina Games. The 2026 Winter Olympics have generated the highest linear and digital revenue in Winter Games history. Over 85% of brand partners are investing in digital platforms for Milan Cortina, and adoption of Peacock’s advertising innovations has increased by 31% compared to Paris 2024.

Nearly 60 advertisers have invested in unique marketing elements for the Games, representing a 174% increase from the Beijing 2022 Winter Olympics. Additionally, more than a dozen brands are sponsoring initiatives to provide fans with more live sports coverage, a 75% rise from Paris 2024.

Peter Lazarus, executive vice president of NBC Sports and Olympics, Advertising and Partnerships, commented, “The upcoming Winter Games, alongside Super Bowl LX and NBA All-Star Weekend, will engage a passionate audience at scale. For the first time, we have sold out our inventory this far in advance of a Games. We look forward to delivering a world-class viewing experience and offering brands the unique benefits of Olympic advertising.”

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