‘A great connector’: QMS backs brands to win big through 2026 Winter Games

QMS CEO John O’Neill says the power of sport to emotionally connect brands with Australians is stronger than ever, as the digital OOH company unveiled its partnership packages for the Milano Cortina 2026 Olympic and Paralympic Winter Games.

Speaking to Marketing-Interactive  at the launch event at Sydney Opera House this week, O’Neill said sport remains one of the most effective brand platforms – particularly in moments that unite Australians behind a national cause.

“I think sport, certainly in Australia, is a great connector for brands,” O’Neill said. “Whether it’s the Olympics or Paralympics, Summer or Winter Games, Australians get behind us competing against the rest of the world.”

SEE MORE: QMS locks in Milano Cortina Olympics and Paralympics partnership

As the official outdoor media partner of the Australian Olympic and Paralympic Teams, QMS will roll out a digitally enabled national network, allowing brands to align themselves with defining Olympic moments in real-time.

“The way we’re placing ads – similar to what we did for the Paris Games – enables brands to be involved in those really special moments,” O’Neill said. “And the data clearly shows that if you’re jumping behind the athletes, supporting Australians, that brand association is incredibly powerful.”

He said QMS’s approach to digital out-of-home is helping brands go beyond passive awareness into real-time engagement, using immediacy, data and scale to shape campaign impact.

“Flexibility and immediacy is something the out-of-home industry traditionally hasn’t delivered. Now, within a moment, we can deliver a powerful message across our network. It’s extraordinary,” O’Neill said.

“If you understand more about audience and more about the data, you can build great stories for clients and deliver immediate impact. For the first time ever, we’ve got a network of assets that reaches the majority of Australia – hero locations, strong data, and a platform that tells you who, when, why and where.”

Backed by insights from the Paris 2024 Games Network – which QMS says delivered 24% greater campaign impact and a significant lift across brand metrics – the Winter Games Network is expected to reach 77% of metropolitan Australians.

The offering includes premium digital billboards, City of Sydney and Gold Coast street furniture networks, and The Convenience Network.

O’Neill also highlighted the evolving partnership with Paralympics Australia, praising the leadership of new CEO Cameron Murray and the commitment to deeper athlete-brand integration.

“Cam’s been involved in the movement for a long time and brings great energy. Once we start to bring everyone in – the athletes, the brands, the Olympic and Paralympic committees – it becomes a real connection piece back into businesses.”

Australian Olympic Committee CEO Matt Arbib said Milano Cortina 2026 is shaping up to be a milestone moment for Australia’s Winter Olympic movement. 

"In QMS, we have a partner who not only understands the power of those stories but has the scale and creativity to bring them to life across the country.”

Paralympics Australia CEO Cameron Murray added that now more than ever, Australian Paralympic team resonates with Australians. 

The Milano Cortina 2026 Winter Olympic Games open on 6 February 2026, with the Paralympic Games to follow on 6 March.