Global announced as Team GB’s official audio and outdoor partner

Global, the Media & Entertainment group, has renewed and expanded its partnership with Team GB as Official Audio & Outdoor Partner through to the Los Angeles 2028 Olympic Games. The announcement comes as the countdown reaches 100 days to the Opening Ceremony of the Milano Cortina 2026 Olympic Winter Games.

The new agreement builds on Global’s role as Team GB’s Official Audio Partner during Paris 2024. It now brings together Global’s full portfolio — including its award-winning radio, digital audio and video platforms, and extensive outdoor network — to deliver multi-channel coverage and fan engagement across the UK in the lead-up to both Games.

Integrated campaigns across audio and outdoor

During Paris 2024, Team GB sponsors leveraged Global’s media platforms to amplify activations and reach new audiences. The expanded partnership enables advertisers to extend these campaigns seamlessly across audio, video and outdoor formats, creating integrated opportunities around key Olympic moments.

The collaboration coincides with the launch of Sport by Global, the company’s new branded entertainment division dedicated to sport. The unit aims to connect audiences, brands and rights holders through immersive experiences that blend live radio, podcasts, outdoor and video storytelling.

Mike Gordon, Chief Commercial Officer, Global: “Having created something special at Team GB House in Paris as the Official Audio Partner last year, I’m thrilled that we’re not just renewing but expanding our partnership and adding outdoor into the mix. It shows how Global amplifies major sporting moments at scale, bringing connection and entertainment to audiences, rights holders and sponsors alike. 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.”

Shared vision for Milano Cortina and LA 2028

Tim Ellerton, Chief Commercial Officer, Team GB: “We’re delighted to be extending our partnership with Global as we look ahead to Milano Cortina 2026 and LA 2028. Global has played an important role in helping us share the stories, personalities and journeys of our athletes with audiences across the UK. LA promises to be one of the most exciting Games ever and will see the world of sport collide with music and entertainment in a way that perhaps has never been seen before.”

Global’s collaboration with Team GB has already produced notable brand partnerships. During Paris 2024, Global worked with NatWest, Team GB’s Official Banking Partner, to create a series of activations that delivered strong engagement and measurable results.

Margaret Jobling, Group Chief Marketing Officer, NatWest: “The NatWest, Global and Team GB relationship has been fantastic for the brand, a true collaboration that goes way beyond a traditional media partnership. Global continues to invest a huge amount of time in understanding our brand and what we’re trying to achieve. Not only do they bring creativity, authentic connection to the audience, and reach, but they really engage and entertain our core audience.”

The Milano Cortina 2026 Olympic Winter Games will take place from 6 to 22 February 2026, featuring nearly 3,000 athletes from around 90 nations competing across 12 disciplines. Team GB’s contingent will be led by Olympic Champion Eve Muirhead, who serves as Chef de Mission.

www.global.com

www.teamgb.com

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