Olympic Sports | The GIST

The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes

The Olympics have a marketing problem: While passion for the Summer Games is a worldwide phenomenon, it’s only accessible to brands every four years. It’s even worse for the Winter Olympics, which has fewer marketing dollars and less media attention, demonstrating that brands often fail to harness the total appeal of winter sports.

January 17, 2026

Brands big and small seize social-forward Olympics marketing opportunities

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On Friday, Canadian figure skater Deanna Stellato-Dudek stunned in a costume crafted by luxury designer Oscar de la Renta — the label’s first-ever figure skating outfit. Partnering with Stellato-Dudek is a splashy move considering her 2024 world title and compelling backstory, and it epitomizes the kind of hype luxury brands are embracing at the Olympics.

January 13, 2026

Milano Cortina Olympics: 32 days and counting

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With the calendar turning to 2026, that means it’s officially an Olympic year — that’s right, the Milano Cortina Games begin in just 32 (!!!) days. As the Olympic torch travels across Italy, here are the latest Olympic headlines, by the numbers.

January 05, 2026

100 days: The countdown to the 2026 Milano Cortina Olympics is on

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Cento, cento, cento — believe it or not there are just 100 days (!!!) until the 2026 Milano Cortina Olympics opening ceremony begins at Italy’s San Siro Olympic Stadium. Let the countdown begin with a quick look at the upcoming Winter Games by the numbers.

October 29, 2025

Parity win: The majority of athletes will be women at the 2028 LA Olympics

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For the first time in Olympic history, there will be more women athletes than men athletes at the Games, an LA 2028 parity win made possible by a concerted International Olympic Committee (IOC) effort to close the gender gap. Here’s a look at how organizers will flip the script, by the numbers.

April 11, 2025

Team Canada notches many firsts in final Paralympic weekend

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And just like that, the 2024 Paris Paralympics have come to an end. Team Canada finished with 29 total medals (10 gold, 9 silver, 10 bronze) and were carried out of the City of Light by canoeist Brianna Hennessy and swimmer Nicholas Bennett during yesterday’s Closing Ceremony. Let’s recap a magnifique final weekend.

September 09, 2024

Olympic synchronized diving duo Kassidy Cook and Sarah Bacon partner with U.S. breakfast chain First Watch

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The gravy train keeps rolling for Olympic synchronized diving duo Kassidy Cook and Sarah Bacon. After successfully landing two food-related partnerships playing off their names before Paris 2024, the silver medalists announced a third yesterday, this time with U.S. breakfast chain First Watch.

August 30, 2024

Debunking the conspiracy theories around Australia’s B-Girl Raygun

Sports News

Debunking the conspiracy theories around Australia’s B-Girl Raygun

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August 16, 2024

A viral, memeable moment from the Paris Olympics has quickly become clouded by hate and malicious lies, with some falsely claiming that Australian B-Girl Raygun, aka, Rachael Gunn, conspired her way into the Games.

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The GIST of It Podcast

Ep #522

Getting emotional watching figure skating

January 13, 2026

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Getting emotional watching figure skating

Axels, and lutzes, and salchows, oh my.

Still picking your jaw up off the floor after last weekend’s national figure skating championships? Same. That’s why today’s episode of The GIST of It is a twizzling, axel-filled ode to the newly-named figure skating Olympians representing the USA and Canada at the Milano Cortina Games next month. Tune in to hear co-hosts Ellen Hyslop and Steph Rotz wax poetic about one of the Olympics’ most popular sports.