Olympics, World Cups, and marathons are all big events and great sources for media and digital media. In this content, our goal is not checking whether brands or official Olympics accounts are doing right or wrong. Just checking how they use digital media, maybe catching some good, inspiring usages.

Google’s Event Experience – Avoiding Clickbait, Quick Results

Back in time, when learning a single piece of information like an event date or result, lots of sites would use clickbait and show lots of filler content and ads. But Google directly shows results; it is practical for the user.

This also supports that the zero-click era is real again.

Please see: How Google's Knowledge Graph works

Interactive Experience from the Olympics Website

The Olympics website looks like it did a great job and has a lot of interactive elements for spectators. Online quizzes, selfie contests, and chats with sports superstars, and so on. It looks like Olympics fans spend lots of time on this site.

From a digital marketing perspective, it will reduce bounce rate and increase engaged sessions.

Technical Elements From the Website

Story-like Videos from Events

Story (vertical, short-form) photos are recreated on the website, along with videos from games and medal celebrations.

Static Sponsor Banners

Sponsor company banners include common banner sizes. Since all banners are themed around the Winter Olympics, they seem like a natural part of the website and do not disturb the user.

Updates Section

Since every minute and hour are important in the Olympics, the news feed is updated regularly.

Interactive Maps to the Host Country

One of the biggest advantages of the Olympics for host countries is increasing visibility to a global audience. The Italy map is shown interactively, and different event locations are pointed out on the map.

Fan26 Membership

Fan26 Membership provides a more exclusive experience than just visiting the website. It requires free sign-up, and log-in is also possible with social accounts.

Also, first-party data and owning the audience have increased in importance in recent years. These types of community and membership programs support this thesis.

Please see: https://fan26.olympics.com/en/fan26

Integrated Experience & Sponsorship with Brands

Olympics marketing integrations look really successful.

With Airbnb integration, people can rent stays for the Olympics when coming from abroad or other cities. People can also choose travel insurance services with Allianz.

Olympics AI

The Olympics did not skip the AI trend. With their official chatbot, people can ask questions about games, results, or anything related to the Olympics. When it searches, it checks official Olympics resources. It could be good for people looking for more reliable information.

Mobile

The official app is available on both Google Play Store and App Store. It seems the Olympics really give importance to mobile, since they created specific landing pages on their website showing the app’s advantages, instead of directly redirecting to related stores. Also, in the stores, the app images are updated with winter visuals.

E-Commerce

Since it is the Winter Olympics, the winter effect is felt in the market too. Jackets, hats, clothes, and accessories for cold weather can be found with the official Winter Olympics logo.

Social Media

On YouTube Shorts, it is heavily used. On Instagram, Stories and Story Highlights are used heavily. On X, the #MilanoCortina2026 hashtag is highlighted and even mentioned in the bio. Both content and interactivity on social media go professionally and effectively.

Final Notes

The Olympics look professionally managed on almost every digital platform. At the next Olympics, it is highly likely we will see more advanced digital marketing techniques.

Disclaimer:

Disclaimer: This content is not affiliated with or endorsed by Olympics. All trademarks belong to their respective owners. Information is provided for informational purposes only.

Source and Further Reading:

https://www.olympics.com/en/milano-cortina-2026