With the 2026 Winter Olympic Games in Milano-Cortina underway and LA 2028 on the horizon, brands have a rare opportunity to connect with global audiences at a moment of peak passion and attention. The goal isn’t just to sponsor the Games – it’s to activate fans around them.
The Marketplace Advantage
Loyalty programs like Hilton Honors, Choice Privileges, Delta Skymiles, and Wyndham Rewards have strong Experience Marketplaces. During cultural peaks like the Olympics, these Loyalty Marketplaces can become engagement hubs where loyalty members can:
- Bid or redeem for exclusive experiences and merchandise tied to Olympic themes or athlete partnerships.
- Access curated collections that celebrate national teams, athletic achievement, or local culture.
- Enter contests or sweepstakes for chances to win – from event tickets to exclusive athlete experiences.
Delta SkyMiles Experiences demonstrated what’s possible during Milano-Cortina 2026, offering members opportunities to access exclusive Olympic packages – from the Ice Hockey Bronze Medal Game to Speed Skating events – creating once-in-a-lifetime memories powered by loyalty, not ad spend. Programs like this provide a blueprint for how loyalty can drive authentic engagement during the Games.
At CDI, we’ve seen how the Olympics elevate fan engagement firsthand. In partnership with Pursuit 3, we powered the Official Olympic Games Marketplaces for the 2012 London Olympics and 2016 Rio Olympics, connecting fans to authentic Olympic moments and game-used items.
Now, with LA 2028 on the way, Loyalty programs should start planning how to harness that same global energy – through experiences, rewards, and storytelling that celebrate determination, teamwork, and excellence.
The Olympics are more than an event; they’re a shared moment of inspiration. With the right Loyalty Marketplace strategy, every loyalty program can have its own Olympic moment!
