Numbers Don't Lie: The ROI of Backing Women Athletes Before Milano Cortina 2026

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.

But the impact extends far beyond raw follower numbers. When we delve deeper into consumer behavior around women's sports, the business case becomes even clearer. Our research across seven countries found that women's sports fans are nearly 3 times as likely to purchase products recommended by women athletes compared to other influencers. This multiplier effect spikes to 3.5x among those who watch women's sports weekly or more frequently.

The data paints a clear picture: Olympic and Paralympic Games create a significant boost in athlete influence, and that influence translates directly to consumer action. For brands considering partnerships around Milano Cortina 2026, this presents both an opportunity and a timing challenge.

Why Early Partnership Matters

The traditional playbook of waiting until just before the Games to activate Olympic partnerships leaves significant value on the table. Here's why:

• Building Authentic Stories Takes Time 
  Medal winners saw the highest follower growth during Paris 2024, but even non-medalist Olympians and Paralympians experienced substantial gains. This suggests audiences are engaging with athlete journeys, not just podium moments. Brands that begin partnerships early can authentically document the road to Milano Cortina, creating deeper connections with consumers.
• Trust Creates Impact
  Our research found that 57% of consumers trust women athletes believe in the products they promote – notably higher than trust levels for male athletes (50%). This trust advantage increases the ROI potential of partnerships, but trust must be built over time through consistent, authentic engagement.
• The Numbers Compound 
  With 32% of women's sports fans saying they're more likely to purchase from brands that support women athletes, early partnership activation creates more opportunities to convert this predisposed audience. Among female fans specifically, this intent to purchase rises to 36%.
  

Looking Ahead: The Milano Cortina 2026 Opportunity

Winter Olympics and Paralympics present unique storytelling opportunities. The specialized nature of winter sports, combined with the dramatic mountain settings of Milano Cortina 2026, creates compelling content possibilities. But the real opportunity lies in the numbers: when brand support aligns with authentic athlete journeys, consumer engagement follows.

The Path Forward

For brands considering Olympic and Paralympic partnerships, the data suggests three key actions:

1. 1.Start Now: Build authentic relationships with athletes well before the Games to maximize storytelling opportunities.
2. 2.Think Long-Term: Design partnerships that span the full journey to Milano Cortina, not just Games-time activation.
3. 3.Measure What Matters: Track both direct engagement metrics and broader brand impact measures to capture full partnership value.

The Bottom Line

The numbers don't lie – waiting until closer to Milano Cortina 2026 means missing months of potential brand building and consumer engagement. With clear data showing both the Games' impact on athlete influence and the demonstrated connection between women athlete partnerships and consumer action, the business case for early investment is stronger than ever.

For brands looking to maximize ROI on Olympic and Paralympic partnerships, the countdown to Milano Cortina 2026 starts now.

With dozens of athletes contending for a spot across 15 sports in Milano Cortina 2026, the Parity roster has the right athlete partnership for any brand looking to tap into the Olympic and Paralympic opportunity.