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. 

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.

The opportunity to represent Australia at the Paralympic Winter 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.

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.

Nine’s analysis of Olympic ads and sponsorships reveals a 3x uplift in key mid-funnel metrics. Unsurprising, says Nine’s Anne Gruber, because the Games are one of the few remaining opportunities for marketers to tap into collective mass emotional moments that build memories, brands and cultural connections.

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.

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.