Category: Sport

The Unmissable Moment: How Purpose and Performance Unite a Nation

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Lydia Lassila,
Winter Olympics Expert Commentator, Milano Cortina 2026

Australian freestyle skier Lydia Lassila knows exactly what goes into an Olympic gold medal performance - years of sacrifice, training, and sheer dedication. Our Aussie Olympic and Paralympic athletes don’t just compete, they create a powerful, unifying experience for the entire nation.

With the Milano Cortina 2026 Winter Olympic and Paralympic Games taking place in a European time zone, Nine’s digital-first approach means fans can curate their own Olympic experience. Every athlete story is ready for them, on their terms.

Tap into the storytelling and national mood of inspiration and pride at Milano Cortina 2026.

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State of the Nation with Chloe Moo, Client Director, Luxury

Nine Publishing

Independence  |  stories that matter  |  commercial with integrity

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Chloe Moo - Client Director, Luxury

We have a clear responsibility in the Luxury space: to connect the world’s most discerning brands with Australia’s most affluent and influential audiences – through the platforms they trust, at the moments they seek meaning, indulgence, and inspiration.

Our strength lies in genuine partnership, tailored solutions that balance reach with refinement, data with editorial instinct, and brand alignment with real audience engagement. That’s the Nine Luxury difference.

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The Winter Paralympic Games: A Lifelong Dream

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Jess Gallagher,
Dual Summer, Winter Paralympian & Multiple Medallist

The opportunity to represent Australia at the Winter Paralympic Games is a lifelong dream for Para athletes. It’s an opportunity to showcase their personal best on the international winter stage after years of work and sacrifice.

For dual Paralympian Jess Gallagher, there’s one way to describe the Games – “jaw-dropping”. Milano Cortina will be no exception, with a spectacular group of Aussies set to compete. Align your brand with the resilience and courage of these athletes during the 2026 Winter Paralympic Games.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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Joy, Excitement and Heartbreak: The Power of the Winter Olympics

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Torah Bright,
Winter Olympian – Gold & Silver Medallist

For professional tour athletes like snowboarder Torah Bright, competing on the world’s biggest stage in the Winter Olympics is another level of competition entirely. “You know you can be a world champ over and over and over, but you may not be an Olympic champ yet,” she says. The stakes are high, athlete emotions are raw, and you can feel the joy, excitement and heartbreak.

Don’t miss out on the opportunity for your brand to be a part of the Winter Games action in 2026.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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Entertainment. Action. Adrenaline: Milano Cortina 2026

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Cam Bolton,
Three-time Olympian – Snowboard Cross

Snowboard cross athlete Cam Bolton describes selection for his fourth Olympic Winter Games as an honour. It’s another chance to represent his country and share the journey he and his fellow athletes have been on.

Three words that come to mind for Bolton when describing the Winter Games are “entertainment, action, adrenaline”. Words he believes most Winter athletes would agree with, and feelings that viewers will connect with as they watch the excitement unfold at Milano Cortina in 2026.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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State of the Nation with Tory Maguire, Managing Director, Publishing

Nine Publishing

Independence  |  stories that matter  |  commercial with integrity

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Tory Maguire - Managing Director, Publishing

Our unwavering commitment to truth, accuracy and integrity ensures we deliver balanced, trustworthy journalism that holds the powerful to account. We prioritise stories that matter over those that simply drive traffic, delivering commercial outcomes with integrity. Journalism is both our responsibility and our privilege - one that earns the trust of our audiences every day.

 

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Impact Over Impressions: The Olympic Multiplier

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Anne Gruber,
Director of Content Partnerships - Sport, Olympic & Paralympic Games

In an era of skippable ads, fractured feeds and declining attention, the Olympics remains one of the last true moments of national attention at scale. And in the face of digital distraction, it’s delivering a rare – and proven - multiplier effect for mid-funnel brand outcomes. This isn’t marketing folklore. It’s Nine’s data-backed reality.  

So the question for advertisers isn’t “should we show up”.

It’s: “can we afford not to?” 

The Data Is In: The Olympic Effect Is Real

"By comparing performance across our entire sport and entertainment portfolio, the results were clear: The Olympic Games consistently outperforms, with up to 3x uplift in mid-funnel metrics like top-box consideration/preference, message agreement and brand relevance. It’s a measurable movement where it matters most, in brand meaning, preference and future action."

Beyond the Numbers: A Movement, Not Just a Media Buy

"The Olympics is a cultural lightning rod. What makes it so powerful is a rare overlap of heightened emotional states and deep national identification – a space where neuroscience meets narrative. This is active viewing, it’s personal, it’s the collective anticipation, the goosebumps in a photo finish, the lump in your throat during the anthem. And when audiences feel more deeply, brands that are present in those moments don’t just land, they last."

Why It Works: Emotion, Identity and Unmatched Cultural Gravity

Neurological supercharge: The science of emotional attention

"Olympic moments live in a different part of the brain. The drama of competition, the raw displays of human endeavour, the suspense of a close finish and the sheer joy or heartbreak of victory – these elicit powerful physiological and psychological responses. In such moments, cognitive defences soften and brand message lands deeper. People aren’t simply watching, they’re feeling. And when they feel, they remember. Brands that show up in this context aren’t intrusions; they’re participants in a shared emotional experience."

Cultural currency: One of the last truly shared national experiences 

"In a fragmented world, the Olympics stands as one of the few true "event moments" left in media. It's a unifying cultural phenomenon that transcends demographics, social divides and even typical media consumption habits. For Australians, our deep-seated love of sport and fervent national pride imbues the Games with an almost sacred quality. We gather as a nation, collectively holding our breath, cheering our heroes and celebrating our shared identity. When brands align with that moment it earns cultural relevance that money can’t buy. It enters the national conversation not as an advertiser, but as an ally."

The Creative Imperative: Don’t Just Show Up, Show Heart

"In a uniquely high-receptivity environment, advertisers must fundamentally shift their approach from transactional messaging to emotive storytelling and value-driven communication."

"With the Olympics, the rules are different." moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood. 

Creative strategy must: 

  • Lead with emotion: Inspire, move and uplift with messaging that goes beyond functional. Brands like Qantas with its "Already Proud" campaign exemplify this, connecting with the journey and sacrifice of athletes rather than just their destination. 

 

  • Embrace narrative: Whether it’s in six seconds or sixty, narrative matters. Tie your brand to themes of sacrifice, ambition, unity or resilience to truly win. 

 

  • Show your values: Authentically integrate your story, don’t just badge-slap. Connect brand purpose to athlete stories or cultural context in a way that feels earned.  

 

  • Read the room: Be true and stay relevant to the moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood. 

The Underestimated Power Play: Reaching 18-39s With Authenticity

"The 18-39s are notoriously elusive in today's media landscape. But younger audiences aren’t unreachable – they're just resistant to generic, traditional advertising. The Olympics breaks that resistance because it delivers what they crave: authenticity, emotion, cultural heat and a collective conversation."

"While some may consume highlights on social media, the allure of live, shared national moments still holds an immense power. Smart brands are taking bolder risks in building short-form, authentic and shareable content within the Olympic narrative, leveraging athlete influencers and creators with natural alignment."

"This is not about repurposing TVCs for TikTok. It’s about becoming part of the cultural moment younger audiences are actively shaping. The Olympics is a platform for brand building with a capital ‘B’ for younger audiences, driving relevance and tapping directly into the zeitgeist." 

Hamish Turner

Hamish Turner - Executive Director 9Network & 9Now

"The Olympics transcends sport; it's a cultural movement that sets the pulse of the nation. In a world of infinite choice, the Games cut through, delivering unparalleled reach and a profound, shared experience. Brands that understand this become part of the cultural fabric, earning unmatched engagement."   

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Stewart Gurney – Director of Strategy and Effectiveness, Nine

 "The Olympics multiplier effect is undeniable. The broadcast offers advertisers a rare opportunity to supercharge brand equity and maximise mid-funnel metrics like nothing else. The heightened state of emotional arousal that viewers are in when they watch the Games means they are more responsive to brand messages. At a time when mass reaching, emotionally charged, cultural relevant, brand-building moments are disappearing, the Olympics gives marketers a rare chance to be unforgettable.” 

The Closing Ceremony: Brand Building’s Biggest Missed Opportunity?

Advertising in the Olympics isn't just about moving product – it’s about building long-term meaning. We’ve seen the briefs, campaigns, and case studies, and the brands that get cut-through aren’t the ones that merely ‘show up’ – they’re the ones that show us who they are. 

These brands embed themselves in the Games. They become part of the highs, the heartbreaks. Their creative doesn’t just say ‘we’re here’ it says, ‘we believe in what this moment represents’. And it works. Because in a world drowning in transactional noise, audiences reward brands that take a stand, show heart and act with intent. Done well, Olympic campaigns shift perception, build emotional equity and earn trust that outlasts the medal count. 

In a market saturated with noise and novelty, the Olympics delivers attention with meaning. It’s one of the few remaining moments where millions of Australians feel the same thing, at the same time – and brands have a front-row seat. But that window doesn’t stay open for long. The real risk isn’t overspending; it’s missing out on the chance to be part of something bigger. To anchor your brand inside a national story and trade impressions for impact. In an era where cultural relevance is the most valuable currency a brand can hold, the Olympics is one of the last platforms that can truly deliver it – fact.  

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Leading the Charge: The Spirit of the Winter Olympics

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Alisa Camplin,
Chef de Mission

As Australia's Chef de Mission for the Winter Olympics, Alisa Camplin leads the national team with a deep understanding of what it takes to compete at the highest level. Her role is to ensure athletes and officials have everything they need to thrive, fostering a united, high-performing culture both on and off the field of play. Alisa is passionate about the Olympic spirit, dedicated to supporting every individual, and navigating challenges with agility to inspire the team to achieve their best. 

Leading the Charge: The Spirit of the Winter Olympics 

"As Chef de Mission, my primary role is to ensure our Australian athletes and officials have absolutely everything they need to be at their best at the Winter Olympics – both on and off the field of play. It's about bringing together a diverse group of talented individuals – athletes, coaches, medics, and support staff – to form one united, high-performing team. Our winter sport community already has an incredibly special spirit, and we're working hard to ensure our 'home away from home' in Milano Cortina allows that magical essence to truly uplift everyone. When people feel supported and cared for, they can do amazing things. Part of my role is also to swiftly and calmly tackle any challenges that arise, always seeking to be more agile and adaptive than our competitors, both mentally and practically."

Uniting the World: A Global Convergence 

"The Winter Olympics are an incredible coming-together of humanity, where athletes from nearly 100 nations connect through the universal language of sport. Amidst the snow and often brutal conditions, you witness these amazing moments of respect, solidarity, and celebration – not just between teammates, but among competitors from all different nations. Whether you’re in Milano Cortina or cheering from home, you’re part of something truly bigger. For our Aussie winter athletes, it's a special chance to show the world we’re a force to be reckoned with, incredibly proud to represent everyone back home."

Pushing the Limits: Australia’s Sporting Legacy 

"The Winter Games have always been about pushing limits – of sport, of changing conditions, and of what people think is possible – against the breathtaking backdrop of imposing Alpine beauty. There’s a rich history of innovation and bravery, blended with adrenaline and tradition, mixed with the sheer wonder of snowfall and blizzards. From our first Winter Olympian in 1924 to the team of around 60 Australians heading to Milano Cortina, our Winter Olympians are an indelible part of Australia’s sporting and cultural story. I vividly remember Kristie Marshall inspiring me back in 1994, sparking my own Winter Olympic dream. We won our first medal at those Games, and we’ve continued to win more and more in every Winter Olympics since."

Milano Cortina: A Spectacular Stage

"Milano Cortina is set to be an incredible host. We'll see around 2900 athletes from 93 nations compete across 16 disciplines in what will be the most geographically spread Winter Olympics ever. From figure skaters in Milan to alpine skiers in Cortina, and our freestyle athletes in Livigno – it’s a vast, stunning stage. We know the Italian communities will deliver an amazing welcome for the world."

Beyond the Medals: The Olympic Ethos 

"At its heart, the Olympic Movement celebrates excellence, friendship, and respect. Being an Olympian isn't just about those moments racing on ice or holding an edge on a ski slope. It’s an ethos, a deep commitment to years of training, resilience, and teamwork when the world isn't watching. It’s about seeking personal improvement every single day. The Games are a celebration of this spirit, a chance for athletes to share their dreams, hard work, courage, and desire for personal growth with the world. They show what's truly possible when we strive to be our best, individually and collectively. I genuinely can't wait for Australia to get to know our Winter Olympic Team and be deeply moved by who they are, what they do, and how they do it. "

A Golden Opportunity: Engaging a Captivated Audience

This coming-together of humanity, built on shared values and unparalleled human endeavour, creates an environment unlike any other for brands. During these kinds of special global events, audiences are not just watching; they are deeply engaged, emotionally invested, and highly attuned to content and advertising alike. From the Opening and Closing Ceremonies, to stories of sportsmanship and national victories, it’s an exceptionally good time to reach large audiences who are deeply engaged and captivated by the emergence of next-generation athletes and new sports.

Aligned with the enduring spirit of the Olympic movement, the Winter Games offer brands a golden opportunity to connect authentically, inspire admiration, and forge lasting bonds in a truly unique and impactful way across television, print, digital and interactive content. 

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The Fire Within: My Paralympic Winter Journey

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Ben Tudhope,
Australian Paralympic Athlete

As Australia's youngest Winter Paralympian at the 2014 Sochi Games, Ben Tudhope has evolved into a formidable force on the snow. Now, as he prepares for his fourth Winter Paralympics, Ben shares his personal journey, the unique challenges of his sport, and his vision for the Paralympic movement, reflecting on a decade of growth and unparalleled determination. 

The Fire Within: My Paralympic Winter Journey

"As I head into my fourth Winter Paralympics, I can tell you the fire is still there, burning as intensely as if it were my first Games. To wear that green and gold, to represent my country and make my support network proud, is an honour I've now known for nearly half my life. I can't wait to see the show Italy puts on. I'm in it for the experience and to watch other athletes shine, 100 percent."

The Complex Path: A Unique Challenge

"But make no mistake, the path of a Winter Paralympian is uniquely complex. Winter sports already operate on a smaller scale in Australia, and adding a disability magnifies every challenge. The barriers to entry are significant – financial and geographical hurdles often prevent someone with a disability from ever touching snow or trying a winter sport, making the pathway programs to elite levels incredibly difficult."

Extraordinary Determination: Redefining Limits

"Yet from that challenge emerges extraordinary determination. Winter Paralympians are, in my opinion, some of the most insane athletes you'll ever witness. Imagine visually impaired and sit-skiers hurtling downhill at over 100 kilometres an hour, or four snowboarders battling inches apart on a course of jumps, turns and rollers. And then there's sledge hockey – you simply have to see it to understand. The level of competition across all sports is so high now; athletes push their bodies to the absolute limit for their chance to win. That determination is clear in every moment."

Unbelievable Growth: A Sport Transformed

"Since my first Games in Sochi when I was just 14, the growth of the Paralympic movement has been unbelievable. But what truly makes me proud is the evolution of our specific sports. Para-snowboarding, for instance, has exploded from one person in one event to now having two events, with a third on the horizon. We now race four people on course at the same time in snowboard cross, just like our Olympic counterparts, and the skill level is through the roof – even I struggle to keep up sometimes! I truly believe a main reason for this surge in popularity is that people just want to watch elite sport, pure and simple. "

Visibility and Voice: The Power of Television

"However, despite this growth, the visibility of the Winter Paralympics still lags behind the Summer Games and Winter Olympics, often for those same reasons of accessibility and awareness. That's precisely why it is so powerful and crucial for Channel 9 to be the official broadcaster – to share the incredible stories and extreme action of the Winter Paralympics with the Australian public."

A Celebration: Inclusivity and Adaptability

"Ultimately, the Paralympics empower athletes to inspire the next generation. It’s important to remember that not all people with disabilities are Paralympians, nor do they all aspire to be. But for those two weeks every two years, when the Paralympics takes the spotlight, it's a global celebration of inclusivity, accessibility, and adaptability. The world gets a front-row seat to witness how far people can push their bodies, despite any physical impairment, fundamentally redefining what is possible."

A Golden Opportunity: Connecting to the Unstoppable Spirit

The Winter Paralympics offer brands a unique and incredibly powerful platform to connect with an audience captivated by stories of raw determination, extraordinary human achievement, and the breaking of perceived limits. This is an environment where authenticity shines, and aligning your brand with these inspiring narratives of resilience and growth resonates deeply. When audiences see athletes pushing boundaries despite complex challenges, they are uniquely primed to engage with brands that stand for quality, courage, and true impact.

Leverage this unparalleled stage to elevate your message within a trusted and deeply admired context, fostering connections that transcend advertising. 

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Nine’s Digital Impact: Insights from Ben Glover

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Nine's Digital Impact with Ben Glover

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As we approach the start of the Paris 2024 Paralympic Games on August 28, where 160 athletes across 17 sports will write the next chapter in Australia's rich Paralympic history, we spoke with Ben Glover, Nine’s Editor, Wide World of Sports Digital. Glover shared his reflections on the enduring impact of the Olympic and Paralympic Games in connecting to those around us, and the opportunities that lie ahead. 

From Saracens to Fox Sports: Shaping Leadership in Sports Media

Reflecting on the beginning of his career, Glover said:

"Saracens Rugby Club taught me the art of rapid match reporting for digital platforms, an invaluable skill in leading a team that extensively covers live sports. My time at Fox Sports was equally formative, teaching me the importance of creating audience-specific content and using analytical tools to learn from successes and failures. There, I also had great mentors who imparted wisdom on digital strategy and strong leadership".

Preparing for the Olympic and Paralympic Games

Preparing for an event as large as the Games involves meticulous planning. Over the past three months, I’ve led an Olympics subcommittee that meets weekly to strategise and plan our coverage to the nth degree. This includes everything from editorial strategies and content types to daily schedules and staff training to ensure we all have a strong understanding of what’s expected when the Games kick off.

Bringing the Olympic Spirit to Australia

Across the duration of the Olympics, Wide World of Sports drove 22 million page views to Nine.com.au, successfully bringing the excitement and spirit of the Games to Australian audiences through insightful, in-depth analysis and engaging content.

"By leveraging our digital platforms, we've made the Games accessible to all Australians. A strategic decision to appoint an Olympic and Paralympic Games reporter has allowed us to tell the stories of Australia’s athletes – who are they? Where are they from? What makes them great? That’s enabled us to foster emotional connections with our audience, as they get to know the athletes who will be competing on a global stage."

Strategies for Engaging Olympic Fans 

Engaging Australian viewers with Olympic Games content on wwos.com.au has been a focused effort. We've identified the most popular Olympic sports among our audience, such as the mighty Matildas and Australia’s most popular Olympic sport, swimming, and concentrated our coverage on these areas. Comprehensive reporting on lead-up meets, interviews, and feature pieces on the likes of both athletes and coaches have been crucial.

"The emotive stories that emerge from the rigorous qualifying processes in these sports capture the essence of the Olympics—passion, competition, and pushing the limits of human achievement."

We've also tailored the wwos.com.au site look and feel for the Games, ensuring an efficient and customised user experience – one that makes them feel part of a special event.

The Role of Digital

Digital content plays a pivotal role in enhancing Australia’s consumption of both the Olympics and Paralympic Games.

"The sheer volume of events makes digital platforms ideal for comprehensive coverage. Tools like live blogs provide real-time updates on key events and news stories."

Additionally, being both the broadcaster and digital rights holder allows us to integrate short video clips from the field of play into our content, making our platform a destination for fans who want to watch highlights, not just read about it.

A Power that Transcends Sport

Storytelling in sport serves as a catalyst for moments of cultural significance. Whether its uniting a nation through shared victories, or inspiring resilience through athletes' personal triumphs, the strength of the human spirit makes a profound impact on Australian onlookers.

"Sports media has a unique role in uniting people from all walks of life. By highlighting stories of perseverance, teamwork, and excellence, we can inspire and bring people together in a way that transcends sport."

Promoting values of inclusion and diversity through events like the Olympics and Paralympics contributes to a more connected and empathetic world, serving as a reminder of our shared humanity and the incredible potential we have when we come together in the pursuit of common goals. 

The Future of Sports Journalism

The future of sports journalism, particularly for large-scale events like the Olympics and Paralympics, is set to be increasingly digital and interactive. Technologies such as augmented reality will offer immersive experiences, while data-driven journalism will deliver highly personalised content.

"Emphasising inclusivity and representing diverse voices will be crucial for staying relevant in an evolving media landscape."

Anticipation for the Upcoming Paralympics

From both an editorial and personal perspective, I am most excited about uncovering and sharing the untold stories of athletes at the upcoming Paralympics.

"The journey to the Paralympic Games is filled with challenges and triumphs, and we plan to bring these stories to life through engaging visuals and interactive content, ensuring Australians feel connected to every moment."

Paralympians Shine on a Global Stage

"Ensuring that Paralympians are front and center of our Games coverage, alongside their able-bodied counterparts, is a priority for us. Over the next few weeks and beyond, we will use our platform to tell their remarkable stories and expose our audience to their extraordinary commitment to athletic excellence."

Golden Opportunity: Think Digital

The Paris 2024 Olympic Games have propelled record online engagement, as Australians flocked to Nine's digital cross-platform ecosystem. From 9Now and nine.com.au to wwos.com.au to our leading masthead sites (The Sydney Morning Herald, The Age and The Australian Financial Review), Nine’s digital brands offer a unique opportunity to reach vast, engaged audiences. With our 20 million signed-in users and a first-party data set spanning 68 segments and nine Games verticals, there’s no better moment for your brand to connect with Australia and be part of history in the making.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

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Source: Ipsos Iris Online Audience Measurement Service, 25-31 July - 01-12 Aug 2024, Age 14+, PC/laptop/smartphone/tablet, Website only, Text only, Daily Volumetric data, Total Minutes (000s), Page Views (000s), Visits (000s).

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

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