The countdown to the Winter Olympics 2026 in Milan and Cortina has officially begun. As the world prepares for another thrilling chapter in Olympic history, excitement is already building thanks to a blend of sport, culture, and celebrity. The upcoming games promise not just elite athletic performances, but also a unique Italian flair that sets them apart from any previous Winter Olympics.

Celebrity Campaigns Take Center Stage

In a creative move, NBC has chosen to supercharge anticipation for the Winter Olympics 2026 by enlisting popular comedians Ray Romano and Sebastian Maniscalco. The duo star in a new, lighthearted campaign designed to captivate American audiences. In the commercial, seen during NBC's Kentucky Derby coverage, Romano and Maniscalco stand atop a recreation of the Italian Alps, snowboards and pasta jokes in tow. Their skit highlights iconic winter sports with a delicious twist of Italian culture.

NBC's strategy aims to spark conversations about the Winter Olympics, making them a year-round topic. According to AP News, Maniscalco humorously remarked, "Let’s just say, we thought ‘luge’ was a type of pasta." This aligns with NBC’s ongoing effort to mix pop culture and sporting excellence, driving Olympic buzz far beyond the games themselves.

Milan-Cortina: A Unique Backdrop for the Games

The selection of Milan and Cortina provides a vibrant setting, merging Italy’s world-renowned style, history, and alpine scenery. The campaigns featuring Romano and Maniscalco cleverly showcase Italian American heritage while weaving in the excitement of events like skiing, snowboarding, and curling.

Jenny Storms, Chief Marketing Officer at NBCUniversal, noted in an interview with The Hollywood Reporter, "Who better to talk about a Winter Olympics in Italy than two very Italian guys?" The commercials highlight both the adrenaline of winter sports and the cultural richness offered by Milan-Cortina 2026.

Olympic Spirit Meets Everyday Conversation

NBC’s campaign is more than just a promotional effort—it’s a push to keep the Olympic spirit alive throughout the year. As Storms explained, audiences want the Olympics to be part of their everyday lives, not a fleeting topic every four years. This approach builds a bridge between viewers and upcoming athletes, sparking ongoing engagement.

The spot is also a testament to the evolving way major sporting events are marketed. Inspired by successful tactics used during the Paris Olympics, NBC is shaping the Winter Olympics 2026 into a global, year-round cultural event.

What to Expect in Winter Olympics 2026

The Milan-Cortina games will bring together athletes from around the world, set in some of Europe’s most breathtaking landscapes. Expect fresh storylines, dazzling ceremonies, and intense competition in classic winter sports—from speed skating to alpine skiing and snowboarding.

The energy generated by well-timed celebrity campaigns hints at record-breaking viewer engagement. As preparations intensify, fans can look forward to innovative coverage and entertainment leading up to the games.

Conclusion: A New Era for the Winter Olympics

The Winter Olympics 2026 will blend sporting tradition, Italian flair, and pop culture, redefining how audiences engage with the games. NBC’s integration of celebrity ambassadors is making the event part of broader cultural conversations. As we approach Milan-Cortina, now is the perfect time to start following stories, marking your calendar, and getting ready for one of the most anticipated events in sports.

For more insights on how NBC is building excitement, check out both the AP News feature on the new promotional campaign and The Hollywood Reporter’s coverage of Ray Romano and Sebastian Maniscalco’s involvement.