MKTG’s Post

While Olympic advertising rules pause traditional athlete sponsorships, the spotlight of the Games remains: athletes return with larger followings, higher visibility, and real momentum that brands can leverage. With NHL players back in the Olympics for the first time since 2014, men’s hockey is poised for breakout moments on a global stage. Decoding360 by dentsu Sports Analytics shows that both NHL and broader U.S. sports fans are more receptive to advertising and sponsorships compared to the general population – making the post-Games window a key time for brands to activate around athletes whose Olympic performances drove significant fan engagement.