QMS unveils partnership package price for Winter Olympics
QMS has revealed its partnership packages for the 2026 Winter Olympic and Paralympic Games, priced at over half a million dollars.
As the official outdoor partner of the teams, QMS will provide OOH packages to brands across Australia for the duration of, and in the lead up to, the games. The extension follows a successful partnership from last year’s Paris Olympics and Paralympics.
It expects the OOH network will reach 77% of metropolitan Australians during the games, offering brands an “unmatched opportunity” to connect at scale. According to chief sales officer, Tim Murphy, this means brands can reach over 10 million Australians, with over 460 million impressions across the duration of the games.
QMS’ launch event included a panel hosted by Britt Cox, featuring Olympians Valentino Guseli, Jakara Anthony, and Paralympian Ben Tudhope
“The reach is very similar to what it was for our Paris 2025 partnership packages,” he said at a launch event on Thursday.
The Milano Cortina rate is significantly cheaper than last year’s Paris packages. For the Paris Olympics, QMS offered three package tiers ranging from $1 million to $1.7 million.
Priced at $650,000, Murphy said the “smaller investment” for the Milano Cortina games is “thanks to a different composition of our growing network and site selection”.
The Milano Cortina network will be 100% digitally enabled, leveraging premium roadside multi-format assets, including 162 digital large format billboards.
QMS will lean heavily into its City of Sydney network, where over 50% of the sites are brand new to QMS’ portfolio this year. The OOH company will have 300 panels across Sydney’s street furniture dedicated to the games.
“The City of Sydney digital street furniture will once again be a cornerstone of our games network, driving frequency and familiarity across what is undoubtedly the nation’s most premium out-of-home assets,” Murphy said.
The strategy extends to the company’s Gold Coast network, where a further 75 panels will be leveraged. QMS’ The Convenience Network will also play a key part, with 400 street furniture panels used.
An example of QMS’ Paris coverage
Brand partners will be guaranteed a minimum 5% share of time on content, while QMS will ensure 100% adjacency to brand ads.
“ Branded content spots will be delivered to maximise audience interest and opportunity before the games,” Murphy said. “This includes team announcements, athlete profiles, and daily countdowns to drive interest and excitement. During the games, we shift our focus to breaking news, medal tallies, of which there will be plenty, updates on what to watch that night on the way home, and brands will be woven into the story every step of the way.”
For non Australian Olympic Committee and Paralympics Australia partners, Murphy said there are other opportunities to leverage “the halo” of the games through alignment packages that QMS will make available.
The Olympic games will kick off on February 6, 2026, featuring more than 3,500 athletes from 93 countries. The Paralympics will follow on March 6, 2026, with 600 athletes. Australia will send over 50 athletes across the two games.
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650k, well thats a bit limiting!