The news: The 2026 Winter Olympics weren’t just a viewing event; they were a monetization showcase.

NBCUniversal entered the Milano Cortina Games with ad inventory sold out a month in advance, according to the company. More than 85% of brand partners invested in digital, and adoption of Peacock ad innovations rose versus prior Winter Games. Nearly 60 advertisers bought into unique marketing elements, per NBCU, signaling demand for more than traditional TV spots.

The company also expanded its Creator Collective, assembling over 25 creators across YouTube, TikTok, and Meta with a combined reach of more than 65 million social users, according to NBCU. These creators received on-the-ground access and produced content distributed through their own channels, extending Olympic storytelling beyond NBC-owned platforms.

Major sponsors followed suit. Coca-Cola launched its “Refresh Like a Champion” effort roughly 100 days before the Games, featuring a roster of Team USA athletes. Visa introduced a Milano Cortina campaign that emphasized athletes’ journeys rather than medal counts, according to Visa’s corporate release.