The 2026 Winter Olympics have come at a turning point in sport in terms of how Olympians are allowed to monetise their performances. In December, the governing body the International Olympic Committee (IOC) announced that, for the first time, Olympians would have access to footage from their competitions to use for their personal branding and promotion.
In this pilot phase, the material will not be from these Milan Cortina Winter Olympics, but from the previous Games in Beijing in 2022. According to the new Olympian Highlights Programme, athletes who competed in China can have access to 60 seconds of their competition to use on their personal channels to celebrate their achievements during these Games.
