Winter Olympics 2026: NBC is once again leaning heavily on celebrity star power as it builds anticipation for the Winter Olympics 2026, and this year, the network has turned to actor Glen Powell to front its latest high-profile campaign. Powell, known for his roles in Top Gun: Maverick, Anyone But You, and Hit Man, will appear alongside American speed skating sensation Jordan Stolz in a big-budget commercial premiering this weekend.
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The strategy echoes NBC’s approach during the 2024 Paris Olympics, when the broadcaster enlisted Peyton Manning, Lily Collins, and Megan Thee Stallion to pitch outrageous promotional concepts to skeptical executives in a comedic ad series. Manning’s idea involved flying over Paris in a blimp shaped like a baguette.
While Collins reprised her Emily in Paris persona to suggest that sprinter Noah Lyles wear a golden flowing outfit in the 100-meter final. The new campaign takes a similar tongue-in-cheek approach. This time, Powell plays the role of action hero, guiding Stolz through a high-stakes thriller filled with deadly obstacles.
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As Stolz races for survival, Powell shouts, Move, move, move. Get out of there!” before the audience learns that the entire sequence is just Powell pitching his concept to NBC executives in a conference room. He punctuates the pitch with the punchline. And that’s how you promote the Winter Olympics.
According to Joseph Lee, NBC’s senior vice president of creative marketing, sports, and entertainment, the network wanted a Hollywood action figure to capture the excitement of speed skating. He described the sport as the Winter Olympics version of track and field and emphasized that someone like Powell, who has become a modern action star after Top Gun.
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Maverick and the upcoming Twisters and The Running Man were the perfect choice. The timing of the spot is also strategic. NBC will debut the campaign during one of its biggest sports weekends of the year, which includes coverage of the 2025 Ryder Cup from Bethpage Black in New York, the top-10 college football matchup between Oregon and Penn State on Big Ten Saturday Night.
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These events serve as a preview of the massive sports month NBC is planning for February 2026. Within 17 days, NBC Widespread will air the Super Bowl, the Winter Olympics, and the NBA All-Star Game, with the trio of events projected to generate more than $1 billion in gross advertising revenue. The timing also lines up perfectly for Powell.
Who will see his Hulu comedy Chad Powers’ debut just days after the commercial premieres? At the recent Tuned in event in New York, Betsy Riley, senior vice president and coordinating producer of NBC Olympics, expressed optimism about the network’s prospects for the Winter Olympics 2026, especially after the success of the Paris Games, which set a record with 180 billion minutes watched.
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To expand digital coverage, NBC has also signed NFL Red Zone host Scott Hanson to return as the lead for Peacock’s Gold Zone, which will now extend to the Winter Olympics for the first time. Hanson’s NFL broadcasts are beloved for their fast-paced, whip-around coverage, and Riley confirmed NBC is excited to offer the same experience for Olympic fans who want constant live updates.
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Celebrity involvement will again play a central role in NBC’s promotional push. During the Paris Games, Saturday Night Live stars such as Colin Jost, Leslie Jones, Kenan Thompson, and Chloe Fineman were featured in skits and viral content, including Fineman’s TikTok parody of Australian breakdancer Rachael Gunn.
Though NBC has not officially confirmed his participation. With Powell leading a blockbuster campaign, Stolz emerging as one of Team USA’s brightest young stars, and a lineup of iconic athletes preparing for competition, NBC is clearly positioning the Winter Olympics 2026 as both a sporting and entertainment spectacle.
By blending high-wattage celebrity appearances with compelling athlete narratives and innovative digital coverage, the network is betting that it can capture massive audiences once again. If the Paris Games provided the blueprint for success, NBC’s latest strategy suggests that the Winter Olympics will not just be about medals—it will be about making the Games an unforgettable cultural event.
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