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With 100 days to go until the Opening Ceremony of the Milano Cortina 2026 Olympic Winter Games, Global has been named Team GB’s Official Audio & Outdoor Partner, leading up to and including the Los Angeles 2028 Olympic Games. 

Expanding on Global’s role as the Official Audio Partner for Team GB at Paris 2024, this new partnership now brings together the full power of Global’s award-winning audio and video platforms with its outdoor portfolio. The three-year agreement will see the Games brought to life on-air, online, and on billboards across the country. 

In addition, building on the success of Paris 2024 where Team GB sponsors saw their activations amplified at scale across Global’s radio brands, advertisers can now seamlessly extend their campaigns across both audio and outdoor. 

This expanded partnership comes as Global launches Sport by Global, a branded entertainment division dedicated to sport, delivering world-class fan and brand experiences. 

Mike Gordon, Global’s Chief Commercial Officer, said: “Having created something special at Team GB House in Paris as the Official Audio Partner last year, I’m thrilled that we’re not just renewing but expanding our partnership and adding outdoor into the mix. It shows how Global amplifies major sporting moments at scale, bringing connection and entertainment to audiences, rights holders and sponsors alike. With Sport by Global, we’re combining the power of live radio and podcasts with the reach of outdoor and the storytelling energy of video. Audiences can expect dynamic billboards reacting to medal moments, exclusive behind-the-scenes content, and lots more. Together, it’s a unique ecosystem to celebrate British sporting success and rally the nation to get behind Team GB.”

Tim Ellerton, Team GB’s Chief Commercial Officer, said: ​​“We’re delighted to be extending our partnership with Global as we look ahead to Milano Cortina 2026 and LA 2028. Global has played an important role in helping us share the stories, personalities and journeys of our athletes with audiences across the UK. LA promises to be one of the most exciting Games ever and will see the world of sport collide with music and entertainment in a way that perhaps has never been seen before, and through our partnership with Global we are looking forward to creating activations that will truly connect with the British public.”

Global kicked off a partnership with NatWest, Team GB’s Official Banking Partner, for the Paris 2024 Olympic Games - Margaret Jobling, Group Chief Marketing Officer at NatWest said: “The NatWest, Global and Team GB relationship has been fantastic for the brand, a true collaboration that goes way beyond a traditional media partnership. Global continues to invest a huge amount of time in understanding our brand and what we're trying to achieve. Not only do they bring creativity, authentic connection to the audience, and reach, but they really engage and entertain our core audience. And as a result, we are seeing exceptional results. As we look forward to 2026 and head into the Winter Olympics, we will be back, bigger, better, stronger.”

With under100 days now until the Opening Ceremony of the Milano Cortina 2026 Olympic Winter Games, where almost 3,000 athletes from around 90 nations will be competing for glory on the world’s biggest sporting stage. Taking place between 6 - 22 February 2026, the Games will see Team GB athletes feature in up to twelve sporting disciplines, including snowboarding, figure skating, and bobsleigh, with Olympic Champion Eve Muirhead at the helm as the nation’s Chef de Mission.