As the Milano Cortina 2026 Winter Olympic Games get underway, YouGov unveils a new cross-market study exploring public sentiment and interest across six key countries: Italy, Spain, Germany, France, the United States and the United Kingdom.

This exclusive report reveals:

  • Which winter sports capture the most attention in each market
  • How cultural preferences, sporting traditions and media exposure shape engagement
  • Key insights for brands and sponsors looking to activate effectively during the Games

Whether you're planning an Olympics‑related campaign, evaluating sponsorship opportunities or tracking consumer engagement, this report offers the data‑driven perspective you need to make informed decisions.

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