Winter Olympics Report 9: The Brand Stretching Games

The Winter Olympics has a big precedent to make the world a better place - as the banning of tobacco sponsorship at the 1988 Winter Games shows us.

So why are the Winter Games still platforming companies melting the snow they depend on?

Companies like Italy’s biggest greenhouse gas emitter Eni are playing a game of ‘brand stretching’. They’re advertising ‘positive’ lower-emission services at the 2026 Winter Games, while ultimately aiming to drive sales in their far more environmentally damaging fossil fuel products.

High carbon sponsors are brand stretching across winter sports and far beyond. And while local governments are increasingly starting to ban fossil fuel advertising of any kind, there is still work to be done.

Watch the full report to find out more.

Throughout the Games, Matt Rendell will be speaking with locals about the environmental and social impacts of the Milano-Cortina Olympics.