Programmatic is drawing more brands to this year’s Winter Olympics

In over 50 years of selling its wares, Pittsburgh cookware brand All-Clad has never run advertising against live sports coverage. But next week, it’s diving into the deep end with a campaign set to run alongside Peacock’s stream of the 2026 Winter Olympics.

“We’re an American heritage brand,” noted Stephanie Sandkvist, head of retail media and Amazon at Groupe SEB, All-Clad’s parent company. As such, the chance to run ads in front of audiences cheering on Team U.S.A. during ice hockey or ski jump events without having to invest in a sponsorship or expensive linear package was a “no brainer,” she said. It’s a milestone event for the business.

Events like the Olympic Games used to be the preserve of the industry’s largest advertisers. But since NBCU began allowing brands to buy Olympic ad inventory via programmatic means two years ago for the summer Paris games, one of sports media’s crown jewels is accessible for brands with smaller budgets. 

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