Global pop icon Dua Lipa headlines a dazzling new spot from NBCUniversal promoting the upcoming 2026 Milan Cortina Winter Olympics. The promo officially debuted on November 27, 2025 during the Macy’s Thanksgiving Day Parade broadcast on NBC and Peacock.
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🎬 A First Look: What the Ad Shows
The short film opens inside the ornate hallways of Galleria Vittorio Emanuele II in Milan, where Dua Lipa glides confidently in a sleek all-black ensemble. Suddenly, the scene transforms: snow begins to fall, and Milan glows under a frosty winter aura — a cinematic cue that the Winter Olympics are coming.
The soundtrack? Dua’s own high-energy track “Training Season.” Her voiceover names prominent U.S. women athletes — Mikaela Shiffrin, Chloe Kim, Lindsey Vonn and rising figure-skating star Alysa Liu — using vivid adjectives: “historic,” “levitating,” “graceful,” “fearless.” The spot ends with a flourish: Dua gives an Italian-language “see you there” as she pets a husky, sealing a glamorous embrace of Milan’s winter-sport future.
NBC executives have said that the campaign aims to fuse Milan’s fashion-forward identity with the athletic power of Team USA’s women — positioning the Games as not only a sports spectacle, but a cultural moment.
Why This Campaign Matters
• Bridging Pop Culture and Sports
By featuring a global music star like Dua Lipa, NBCUniversal moves the Winter Olympics beyond traditional sports audiences. Her presence may draw in younger viewers and pop-culture fans who might otherwise skip winter-sports coverage.
• Early Buzz for Milan Cortina 2026
With the Games scheduled to begin February 6, 2026, the ad drops more than two months ahead — giving ample time to build excitement. This early marketing window helps set the tone, shaping audience expectations months before opening ceremonies.
• Spotlighting Women Athletes
Highlighting female Olympians in the promo underscores the growing prominence of women in winter sports. It signals support, recognition, and visibility — potentially drawing more attention to events like alpine skiing, snowboarding, and figure skating among diverse viewers.
• Elevating Milan’s Role as Host City
Milan, already known for fashion and style, is depicted through an aesthetic lens seldom seen in Olympic promos. The ad turns iconic architecture into a fantasy winter playground — suggesting that Milan Cortina 2026 won’t just be about competition, but about spectacle and style.
What Viewers — & Fans — Should Know
- The promo first aired during Macy’s Thanksgiving Day Parade on NBC and Peacock. Additional rollouts will follow on other NBCUniversal platforms leading up to the Games.
- The official 2026 Winter Olympics — the XXV Winter Games — run from February 6 to February 22, 2026, with opening ceremonies slated for Milan’s San Siro stadium.
- Cable coverage will involve multiple channels: the U.S. audience will get events broadcast on NBC, Peacock, USA Network, and CNBC — offering flexible viewing options across streaming and traditional platforms.
Bigger Picture: What This Means for Olympic Coverage
This campaign feels like a signal light: the organizers and broadcasters are embracing a more modern, cross-genre approach. Sports broadcasting used to focus solely on competition. Now, with music, fashion, and cinematic visuals in play, the Games are positioned as a broad multimedia event.
For consumers, this could translate to more immersive experiences — not just live event coverage, but cultural storytelling, behind-the-scenes features, athlete profiles, and more. The gap between entertainment, lifestyle, and sports continues to blur.
📅 What to Watch Leading Up to the Games
| Date / Period | What to Expect |
|---|---|
| Late Nov–Dec 2025 | Ongoing media promotions and teasers across TV, streaming, and social media. |
| Early Jan 2026 | Build-up coverage on U.S. Olympic trials and athlete spotlights as official selection nears. |
| February 5–22, 2026 | Full Olympic coverage across NBC, Peacock, USA Network, CNBC — from opening to closing ceremonies. |
Given how this campaign is already pushing boundaries, it’s likely we’ll see more surprises — perhaps special segments, music-driven features, or pop-culture crossovers.
With this bold and stylish promo, the phrase “Winter Olympics” might start meaning more than cold runs down icy slopes. Thanks to Dua Lipa’s flair and Milan’s magic, the 2026 Winter Games could redefine what it means to watch — and experience — the Olympics.
What do you think? Will this mix of pop culture and athletic spectacle draw more fans to winter sports? Leave a comment below and stay tuned as more previews roll out.