NBCUniversal was going for gold with its Winter Olympics advertisers. The broadcaster sold out its Milan Cortina 2026 Winter Olympics ad inventory with a month to go before the games, setting a new Winter Olympics ad sales record, with the highest linear and digital revenue it’s ever recorded.
In addition, NBCU’s ads president, Mark Marshall, recently told ADWEEK that the company was strategic in its upfront offering, bundling its Olympics inventory along with the Super Bowl. As a result, 70% to 75% of the advertisers in the Big Game will also show up in the Winter Olympics, with some even carrying on their Super Bowl messages into the Winter Games. Super Bowl and Olympics advertisers include Anheuser-Busch, Disney, Xfinity, and more.
The Milan Cortina 2026 Winter Olympics run from Feb. 6 until Feb. 22, and you can see the major commercials below:
Retail: Walmart
Walmart Gives Future Olympians a Jump Start
The future generations of Olympians are just children practicing at home, and they may be wearing Walmart gear.
In its "Here's to Starting" campaign, Walmart features a young girl who aspires to be an ice skater, even if that means falling down every once in a while. See what happens after the girl gets her first skates from Walmart. (Hopefully, her parents bought some knee pads, too.)
Automotive: Chevrolet
Chevy Wants You to See the USA
Chevrolet wants to drive the Olympics conversation with some Americana-infused nostalgia.
During the Winter Olympics Opening Ceremony, the car brand revived its "See the U.S.A. in Your Chevrolet" spot, adding an updated twist thanks to singer Brooke Lee. The ad also aired in the pre-game show at the Super Bowl.
And you can expect more nostalgia on the way amid America’s 250th anniversary.
Entertainment: Disney
Disney and Pixar Hop Into the Olympics
After showcasing a trailer in Super Bowl 60, Disney and Pixar's Hoppers is also making an Olympics run.
The film, premiering on March 6, depicts a world in which scientists discover how to implant human consciousness in robotic animals. Meow, that's what we're talking about. See the trailer below:
Disney+ Adds Hulu to Its Team
Disney+ is heading into the Winter Olympics with Hulu as its teammate.
With Disney's full integration of Hulu into Disney+, the company released a 30-second ad in the Opening Ceremony for the Winter Games. Sterling K. Brown stars in the commercial, "Storyteller," which has the actor voicing over several memorable lines from Disney's programming, including Abbott Elementary, High Potential, and more. See the ad below:
Insurance: State Farm
Danny McBride, Keegan-Michael Key, and Hailee Steinfeld Return
Following State Farm's star-studded 60-second spot during Super Bowl 60, the insurance company is back, bringing the campaign to the Winter Olympics.
The insurer enlisted comedian Keegan-Michael Key and actor Danny McBride to play a pair of bumbling insurance agents who—rather than supporting Hailee Steinfeld when she needs it—spend their time performing a version of Bon Jovi’s 1986 classic, “Livin’ on a Prayer,” with help from Grammy-nominated girl group Katseye.
Financial services: Intuit QuickBooks
Intuit QuickBooks Campaign Has Some Teeth
Intuit QuickBooks debuted a new national TV campaign during the Winter Olympics Opening Ceremony that reveals what would happen if the Tooth Fairy went missing.
Spoiler alert: Kids aren't chill about it.
Created by BBDO New York, the "Outdo It with Intuit QuickBooks" campaign showcases how life is busy enough without financial questions slowing you down. Olympic athletes Alex Morgan and Jamie Anderson, and NHL star Brady Tkachuk, are featured in the campaign.
Food & beverage: Hershey's
Hershey's Gives Athletes the Real Gold
Hershey’s newest campaign, “It’s Your Happy Place,” features interviews with five athletes from Team USA: Hilary Knight, Erin Jackson, Brenna Huckaby, Jason Brown, and Jordan Stolz. The company asked the athletes about winning gold. However, in an adorable stunt, it didn't tell them their parents would be stopping by as well.
It seems the real gold is the friends we made along the way...
Media: Comcast
Matt Damon Knows the Hero's Journey
To promote the Winter Olympics, Comcast and NBCU got Odysseus himself—a.k.a. Matt Damon, who's starring in Universal and Chris Nolan's The Odyssey—to narrate the Olympic hero's journey.
NBCUniversal's parent company, Comcast, shows team spirit in the 90-second commercial “Comcast We're All on the Same Team”. The promo notes that, despite local rivalries, "when it comes to Team USA, we’re all on the same team."
Financial services: Visa
Visa On the Journey with Mikaela Shiffrin
Team Visa shows its support for Mikaela Shiffrin, who narrates her journey to the Milano Cortina 2026 Olympics, where she says there is no top but just the choice to rise.
Food & beverage: Rao's Homemade
Rao's Homemade Greatness Can't Be Rushed
Rao's Homemade debuts an Olympic spot highlighting how its marinara is "a greatness worth savoring." Tested by time, strengthened by patience, Rao's Homemade spot lets you know that the tomatoes it uses for its marinara sauce are worth waiting for.
Furniture: Saatva
Saatva Features Olympic Silver Medalist Ryan Cochran-Siegle
It must run in the family: U.S. Olympic Silver Medalist Ryan Cochran-Siegle says having a mom who won a gold medal adds a little more pressure to Olympic endeavors.
Thanksfully, a Saatva mattress helps with his restorative sleep, keeping him cool under that kind of "pressure."
Tech: Xfinity
Xfinity Knows Fans Are Obsessed
With NBCUniversal broadcasting the Olympics, Xfinity joined the games in some strategic corporate synergy.
A 60-second commercial showcases the internet provider bringing the games to a young, obsessed fan, all while his parents monitor from afar.
Healthcare: Eli Lilly
Eli Lilly Goes From Super Bowl to Winter Games
After advertising Zepbound in an in-game Super Bowl ad on Peacock, Eli Lilly is back for the Winter Games.
In a 60-second ad, "Never Over," the company showcases the rigorous training and testing athletes go through.
Travel: Airbnb
Airbnb Gives Athletes a Home Away From Home
An official sponsor of the Olympic and Paralympic Games, Airbnb rolled out a 30-second ad highlighting several of the athletes in their downtime. The ad says the company is "The Official Sponsor of Feeling at Home."
Food & beverage: Michelob Ultra
Kurt Russell Does His Own Stunts in Michelob Ultra's Olympic Crossover
From Snake Plissken in Escape from New York to Jack Burton in Big Trouble in Little China, Kurt Russell has played some iconic roles. Now, he’s taking on a new one: ski coach.
The Hollywood action icon plays “The Ultra Instructor” in Michelob Ultra’s Super Bowl 60 ad, inspired by the Milano Cortina 2026 Winter Olympics and Paralympics, where the brand will be the official sponsor of Team USA.
For the last few years, Michelob Ultra has been marketing around big tentpole sports moments, including the Paris 2024 Olympics, and its Super Bowl 60 ad supports its wider “Superior Is Worth Playing For” message.
Source: adweek.com