Global becomes Team GB’s official audio and outdoor partner

Global has been named Team GB’s Official Audio and Outdoor Partner ahead of the Milano Cortina 2026 Olympic Winter Games and the Los Angeles 2028 Olympic Games.

The partnership marks 100 days until the Milano Cortina Opening Ceremony and extends Global’s previous role as Team GB’s Official Audio Partner for Paris 2024.

The three-year agreement will see Global use its audio, video and outdoor platforms to bring the Games to life on-air, online and across the country’s billboards. The partnership also allows advertisers to combine their campaigns across Global’s radio brands and outdoor network for wider reach and impact.

Global’s new sport-focused division, Sport by Global, will lead the collaboration, creating integrated content and experiences for fans and sponsors. The initiative aims to connect audiences through live radio, podcasts, outdoor advertising and video.

Mike Gordon, Global’s Chief Commercial Officer, said the partnership builds on the success of Team GB House in Paris, adding: “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.”

Tim Ellerton, Team GB’s Chief Commercial Officer, added: “Global has played an important role in helping us share the stories and journeys of our athletes across the UK. LA promises to be one of the most exciting Games ever, and we look forward to creating activations that truly connect with the British public.”