QMS unveiled its partnership packages for the Milano Cortina 2026 Olympic and Paralympic Winter Games to clients and partners during a special event at the Sydney Opera House.

The OOH company is the official media partner of the Australian Olympic and Paralympic Teams and will offer digital out of home solutions for brands wanting to be part of the excitement and impact of the Games on Australian audiences.

The new packages build on the success of the Paris Games Network, which delivered 24% greater campaign impact for partner brands and significant uplift across key brand metrics.

QMS’ Milano Cortina Winter Games Network is expected to reach 77% of metropolitan Australians, offering brands an unmatched opportunity to connect at scale.

From February 6, 2026 there will be more than 2,900 athletes from 93 countries competing across 116 medal events in 16 Olympic disciplines. Then two weeks later at the Winter Paralympics, on 6 March there will be 600 para-athletes competing for 79 medals in six Paralympic sports.

QMS’s launch event was hosted by Olympic mogul skier Britt Cox and featured a live panel with Olympian and Paralympians including gold medallist Jakara Anthony (moguls), Valentino Guseli (snowboard halfpipe) and Ben Tudhope (para-snowboard), who shared their individual journeys to qualifying for Milano Cortina, and spoke of how much the support from Australia meant to all of them.

“It’s truly special having the country behind you when you’re over there at the games,” said Cox. “We have so many connections through this digital media and we really feel that connection when we are competing and that leads us to the next level.”

The event was attended by major advertisers, agencies and representatives from the Australian Olympic Committee (AOC) and Paralympics Australia (PA), including AOC Chief Executive Officer, Mark Arbib, and PA Chief Executive Officer, Cameron Murray.

Guests heard how QMS reached 11.5 million people with nearly 81,500 dynamic creative assets, delivering Olympic content from the podiums of Paris to Australian screens in an average of just 15 minutes.

Ensuring athletes’ journeys are seen, celebrated and supported

QMS Chief Executive Officer, John O’Neill, said: “We’re incredibly proud to continue our support of Australia’s Winter Olympic and Paralympic teams. Following the success of the Paris 2024 Summer Games, we’re excited to be back working hand-in-hand with the AOC and PA as we engage, inspire and unite all Australians outdoors through the power of winter sport.

“The Milano Cortina Games represent a powerful opportunity for brands to reach new heights with the influence of out of home and align with sporting excellence on the world stage. We are confident that our digital-first network will deliver the scale, immediacy, creativity – delivered through the latest in digital innovation – that advertisers need to connect with audiences during those breathtaking Winter Games moments.

“Our Paris 2024 Games Network was a proven success with our partners and with fans across the country, and we’re looking forward to replicating it for the Milano Cortina Games across our rapidly expanding network of premium assets, including digital large format billboards, the City of Sydney street furniture network, The Convenience Network and Gold Coast street furniture assets,” he said.

The Milano Cortina Winter Olympics open on 6 February 2026 and will feature more than 2900 athletes from 93 countries competing across 116 medal events in 16 Olympic disciplines.

The Winter Paralympics start on 6 March 2026, featuring 600 athletes competing for 79 medals in six Paralympic sports. Australia will send a Team of around 60 Olympians in 12 sports and 14 Paralympians in four sports.

Arbib said: “Milano Cortina 2026 is shaping up to be a milestone moment for Australia’s Winter Olympic movement. The stories of the incredible Australian winter athletes – of courage, grit and triumph – will capture the hearts and attention of Australians everywhere.

“In QMS, we have a partner who not only understands the power of those stories but has the scale and creativity to bring them to life across the country. Its world-class digital network gives Australians the chance to experience the Games as they happen in the moments that matter. It’s a partnership we’re proud of, and we’re excited to see how it inspires Australians.

“Through our partnership with QMS, we’re ensuring those athletes’ journeys are seen, celebrated and supported,” he said.

Murray said: “We are thrilled to have QMS back in our Paralympics Australia family for the Milano Cortina Winter Games to continue playing a key role in sharing the unique stories of our Winter Paralympians’ strength, unity and triumph of the Games to every corner of Australia.

“Now more than ever, our Australian Paralympic team resonates with Austalians and our continued partnership with QMS will help us connect our Paralympians and their remarkable stories with more Australians as they represent us on the global stage.”