QMS Hits The Slopes For Milano Cortina Winter Olympics And Paralympics
Following the groundbreaking success of its Paris 2024 Olympic and Paralympic Games network, digital outdoor media leader QMS is building on its official partnerships with the Australian Olympic Committee and Paralympics Australia for the Milano Cortina 2026 Winter Olympics and Paralympic Games.
The Milano Cortina Winter Olympics, opening on 6 February 2026, will feature more than 3,500 athletes from 93 countries competing for 195 medals in 16 Olympic disciplines, before the Winter Paralympics begin on 6 March, featuring 600 athletes competing for 79 medals in six Paralympic sports. Australia will send approximately 50 Olympians in 12 sports and 14 Paralympians in three sports, with the potential to be the strongest Australian Winter Olympic and Paralympic Games teams in history.
As the official outdoor media partner of the Australian Olympic and Paralympics Teams, QMS will build on the success of key sales and brand results achieved for partner brands in Paris and will soon reveal its Milano Cortina 2026 out of home (OOH) commercial packaging.
For the Paris 2024 Olympics and Paralympics, QMS delivered an audience reach of 11.5 million Australians* dynamically serving a remarkable 81,478 pieces of real time breaking news content during across both Games – a feat never seen before in the local OOH industry.
Research conducted by Kantar revealed that the Paris 2024 Games Network significantly boosted brand funnel metrics for all QMS partners, including achieving largely double-digit growth across key brand audiences. Studies by Neuro-Insight also found Paris partner campaign activity had a clear impact on consumers, achieving a 22% greater long-term memory encoding response when compared to non-partner campaigns.
The Paris 2024 Olympic and Paralympic Games were a defining moment for QMS, proving the changing role of digital out of home [DOOH] in omnichannel brand campaigns.
- John O'Neill, Chief Executive Officer - QMS
"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. 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.”
The Olympics are the pinnacle of sport – both in Australia and across the globe – and 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.
- Mark Arbib, CEO - Australian Olympic Committee
"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, said: “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.
We couldn’t be more pleased to extend our partnership with QMS for the Milano Cortina Winter Paralympic Games.
- Cameron Murray, CEO - Paralympics Australia
*MOVE 1.5 September 2024 all people 14+
