QMS has been named the official outdoor media partner of the Australian Olympic Committee and Paralympics Australia at the Milano Cortina 2026 Winter Olympics and Paralympic Games.
The outdoor media specialist will once again lead the digital out-of-home media strategy, building on its success with the Paris 2024 Olympic and Paralympic Games network.
The Milano Cortina Winter Olympics, from February 6, will feature more than 3,500 athletes from 93 countries competing in 16 disciplines for 195 medals.
The Winter Paralympics begins March 6, with 600 athletes competing in six sports for 79 medals. Australia is expected to send approximately 50 Olympians and 14 Paralympians.
QMS will soon reveal its OOH commercial packaging for Milano Cortina.
According to MOVE 1.5, QMS delivered an audience reach of 11.5 million Australians during the Paris Games, dynamically serving 81,478 pieces of real time breaking news content.
Research by Kantar revealed that the Paris 2024 Games Network boosted brand and funnel metrics for all QMS partners, including achieving largely double-digit growth across key brand audiences.
Meanwhile, Neuro-Insight found Paris partner campaign activity achieved a 22% greater long-term memory encoding response compared to non-partner campaigns.
QMS CEO John O’Neill said the Paris results showed the changing role of digital out of home in omnichannel brand campaigns.
“Through digital innovation and creative dynamism, our medium was able to showcase the power of audience and brand connection through real-time, contextually relevant content at scale,” he said.
“This was a true game-changer for the Australian OOH industry and another demonstration of the immediacy, flexibility and results that DOOH now delivers.
“With the Milano Cortina 2026 Winter Olympics and Paralympics on the horizon, we will continue to build on this innovation and connect with Australian audiences, through one of the world’s most-watched sporting events.”
Australian Olympic Committee CEO Mark Arbib said the Olympics are the “pinnacle” of global sport.
“QMS redefined the way we worked with our OOH media partner to engage Australian audiences and share the stories of triumph and unity of our Australian Olympians,” he said.
“We’re looking forward to working with QMS again as we harness the power of the rings to inspire and advance our nation.”
Paralympics Australia CEO Cameron Murray is thrilled to extend the partnership.
“Last year we saw firsthand the QMS network’s power in shining a spotlight on disability, inclusivity and social change while showcasing the best of elite sport and the triumph of the human spirit,” he said.
“We couldn’t be more pleased to extend our partnership with QMS for the Milano Cortina Winter Paralympic Games.”
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