Winter Olympics Trends Small Brands Can Capitalize On
Rhea-AI Summary
iStock (NYSE:GETY) released VisualGPS research ahead of Milano Cortina 2026 showing consumers treat the Winter Games as cultural moments where identity and values matter alongside athletic performance. Nearly 6 in 10 consumers say athletes should express full identity. The release advises SMBs to use authentic, community-focused visual storytelling rather than Olympic clichés.
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Key Figures
Market Reality Check
Peers on Argus
GETY showed a 0% move into this news, while peers were mixed: SSTK up 3.95%, ANGI up 0.98%, FVRR up 0.48%, and CARS and TBLA down 3% and 1.2% respectively, suggesting no clear sector-wide trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 15 | Event partnership renewal | Positive | +0.0% | Renewal as official photography provider for 2026 Sundance Film Festival. |
| Jan 14 | Content partnership renewal | Positive | +0.8% | Multi-year global content agreement renewal with Agence France-Presse. |
| Jan 13 | AI collaboration | Positive | -0.8% | Strategic collaboration with Nfinite.ai to convert 2D content into 3D datasets. |
| Jan 12 | Sports partnership renewal | Positive | +0.0% | Renewal as Official Photographic Agency of Formula 1® and related series. |
| Jan 08 | Platform launch | Positive | +0.0% | Launch of Access by Getty Images for talent to license social media imagery. |
Recent news has been partnership- and event-focused, with generally modest or flat price reactions; one AI collaboration saw a small negative divergence.
Over January 2026, Getty Images issued several partnership and platform updates. These included renewals with the Sundance Film Festival and Formula 1®, and a multi‑year global content renewal with Agence France-Presse. The company also launched Access by Getty Images for real-time licensed social content and announced an AI-focused collaboration with Nfinite.ai. Most items saw flat or mildly positive price reactions, while the AI collaboration coincided with a small decline, framing today’s Olympics-themed iStock marketing insight within an ongoing content- and partnership-driven strategy.
Market Pulse Summary
This announcement highlights iStock’s VisualGPS insights on how audiences experience the Milan Cortina 2026 Winter Olympics and Paralympics, emphasizing identity, authenticity and cultural relevance. For Getty Images, it complements recent partnership renewals and product launches that also center on major cultural and sporting events. Investors may watch how effectively these insights translate into SMB-focused visual marketing demand on the platform and how they intersect with ongoing legal and ownership developments disclosed in recent SEC filings.
AI-generated analysis. Not financial advice.
NEW YORK, Jan. 28, 2026 (GLOBE NEWSWIRE) -- As the Milan Cortina 2026 Winter Olympics and Paralympics approach, new research from iStock, a leading ecommerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, suggests the biggest shift isn’t in how sport is played— but in how it’s experienced, interpreted and translated into culture.
According to new insights from iStock’s VisualGPS research platform, consumers don’t just watch major sporting events for competition. Events like the Winter Games are becoming cultural moments, where identity, authenticity and personal values shape attention just as much as medals do.
VisualGPS found that nearly 6 in 10 consumers worldwide believe athletes should be free to express their full identity beyond the field of play. For brands, this means audiences still care about excellence – but they also expect brands to communicate with humanity, relevance and cultural awareness during major moments.
This shift is especially pronounced among younger generations, according to VisualGPS, who are drawn to stories showing athletes as multidimensional—from creators and entrepreneurs to advocates and cultural figures. The key takeaway for brands of all sizes is clear: the off-field narratives now carry as much influence as the action on the field.
“For small businesses, global sporting events aren’t about featuring elite athletes or trying to compete with official sponsors,” said Dr. Rebecca Swift, Senior Vice President of Creative at iStock. “They’re about understanding the emotional cues these moments create and using visual storytelling to connect with audiences in similar ways that feel authentic and culturally relevant.”
VisualGPS data also reveals a tension that marketers are increasingly navigating. Public opinion is split on whether athletes should focus solely on sport or also use their platforms to address social and cultural issues. Yet consumption patterns show audiences expect both, mirroring how brands, of all sizes, are judged today on performance and purpose.
For SMBs, this creates a strategic opening. While sponsorships and broadcast media are largely inaccessible for most SMBs, digital-first visual marketing allows smaller brands to align with Winter Olympic-season attention, not necessarily by referencing the Games directly, but by reflecting the values audiences associate with them.
What This Means for SMB Marketing Strategy
1. Lead with action, but show the human side
Consumers respond to performance and effort — but they also want context. Show people in motion, at work, or pursuing goals, paired with moments that reveal personality, purpose or community.
2. Make community visible, not symbolic
Representation across gender, age and ability resonates strongly, particularly during the Paralympics. Authentic visuals should feel natural and everyday, not staged or exceptional.
3. Focus on cultural relevance, not Olympic cliches
You don’t need snow, medals or athletes to be part of the moment. Focus on the emotions the Games evoke, resilience, ambition, belonging, and express them through stories your audience recognize.
As Milano Cortina 2026 approaches, the brands, no matter their size, that resonate most won’t be the ones chasing visibility, but those translating cultural insight into clear, audience-led visual strategy.
To inspire and elevate your visual marketing strategy with related imagery and videos, visit https://www.istockphoto.com/.
Media contact:
Ilse Noguez
Ilse.noguez@gettyimages.com
Photos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/6454cb91-cc67-42e6-8ff8-2b94ebb2c784
https://www.globenewswire.com/NewsRoom/AttachmentNg/5b93b534-6cd2-4977-b48f-7b5f40d524b1
FAQ
How can small businesses use iStock VisualGPS insights during Milano Cortina 2026 (GETY)?
What key consumer finding did iStock report ahead of Milano Cortina 2026 (GETY)?
What visual themes does iStock recommend for SMB marketing during Winter Olympics season (GETY)?
Does iStock suggest SMBs need official sponsorships to benefit from Milano Cortina 2026 attention (GETY)?
How should SMBs represent inclusion and ability in visuals during the Paralympics period (GETY)?
