Olympic & Paralympic News from Parity

With less than one year until the Milano-Cortina 2026 Winter Olympics and Paralympics, the journey to the Games is already underway. For brands looking to make an impact, now is the time to engage.

The recent Olympics and Paralympics in Paris weren’t just a showcase of athletic prowess —they were also a masterclass in marketing. Brands big and small leveraged the global stage to connect with audiences, tell compelling stories, and achieve their marketing objectives.

With Milano Cortina 2026 just one year away, brands face a critical decision point: when to invest in partnerships with women Olympic and Paralympic athletes. New research suggests that waiting could mean missing out on significant returns.

In a year filled with groundbreaking women's sports achievements — from record-breaking viewership in the 2023 FIFA Women’s World Cup, which garnered over 2 billion viewers worldwide, to Aryna Sabalenka's historic win at the US Open, becoming the sixth different woman to win the US Open after losing in the final the previous year — the 2024 Olympic Games in Paris were no exception.

More than 50 Parity athletes, representing six countries and 10 sports, competed at the 2022 Beijing Winter Olympic Games, February 4-27. From Elana Meyers Taylor becoming the most decorated Black athlete in Winter Games history to Team Canada's inspiring ice hockey gold, 24 Parity athletes brought home 26 Olympic medals.

I was always the new kid growing up. It was easier for me, a shy kid, to play rather than talk, but talking got easier with teamwork and effort in sports. I tried everything I could, but eventually fell in love with the individual challenge of throwing the javelin. I started playing sports to make friends, and more than twenty years and four Olympics later, those friends made everything worth it.