The Road to Milan 2026: Key Dates, Athletes to Watch, and How Brands Can Get Involved

A general view during a presentation introducing the 2026 Milano-Cortina Winter Olympics during the closing ceremony for the Beijing 2022 Olympic Winter Games at Beijing National Stadium.

With less than one year until the Milano-Cortina 2026 Winter Olympics and Paralympics, the journey to the Games is already underway. For brands looking to make an impact, now is the time to engage. The lead-up to the Olympics and Paralympics is filled with trials, international championships, and key moments that provide prime sponsorship opportunities — long before the torch is lit in Italy.

From standout Olympians and Paralympians to major milestones on the road to Milan, here’s everything marketers need to know.

Key Dates: Mark Your Calendar for Milan 2026

The months leading up to the Winter Games are packed with must-watch events where athletes will qualify for the Games and build momentum. These competitions showcase the world’s best talent and create prime opportunities for brands to engage with rising stars before Rule 40 regulations go into effect.

📅 Major Qualification & Championship Events:

• March 17-30, 2025: FIS Snowboard, Freestyle & Freeski World Championships (St. Moritz, Switzerland)
  • The world’s top women snowboarders, freestyle skiers, and freeski athletes will take to the mountains in an event that brings jaw-dropping tricks and high-speed action. Look for breakout athletes who will define the Games.
• March 24-30, 2025: ISU World Figure Skating Championships (Boston, Massachusetts, USA)
  • The pinnacle of figure skating before the Olympics! This is the last chance for many skaters to prove themselves before Milan 2026. Expect show-stopping performances, record-breaking scores, and emotional triumphs on the ice.

• March 31-April 6, 2025: U.S. Paralympics Nordic Skiing National Championships (Bozeman, Montana, USA)
  • The best para Nordic skiers in the U.S. compete for national titles, with many using this event to fine-tune their form before Milan. It’s an incredible showcase of endurance, power, and precision.
• April 9-20, 2025: IIHF Women's Ice Hockey World Championships (Ceske Budejovice, Czechia)
  • The United States women's ice hockey team will strive to win an 11th world championship and build momentum ahead of the 2026 Winter Olympics. This is the biggest stage for women’s hockey outside of the Olympics and a key preview of what’s to come in Milan.
• April 26 - May 3, 2025: World Mixed Doubles Curling Championships (Fredericton, Canada)
  • This event will determine the last teams to secure a place at Milan 2026, making it a high-stakes competition.

• May 2025 (TBD): World Para Snowboard Championships (Location TBD)
  • A crucial competition for Paralympic snowboarders looking to make their mark ahead of Milan. Keep an eye on athletes like Brenna Huckaby, who continue to push the boundaries of adaptive snowboarding.

• Nov. 7-16, 2025: U.S. Olympic Team Trials - Women’s Curling (Sioux Falls, South Dakota, USA)
  • Team USA’s curling hopefuls will battle for a coveted Olympic berth. Curling has seen a surge in popularity, making it an exciting opportunity for brands to align with a dedicated, growing fanbase.

These competitions will determine who makes the U.S. team and set the stage for breakout stars heading into Milan. Smart brands will start building relationships now to benefit from increased visibility as athletes’ followings grow leading up to the Games.

Athletes to Watch: Future Stars of Milan 2026

From Olympians aiming for gold to Paralympians breaking barriers, here are some incredible women athletes to watch as they prepare for Milan 2026.

⛸️ Karen Chen (Figure Skating) – A Comeback Queen

Feb 17, 2022; Beijing, China; Karen Chen (USA) in the women's figure skating free program during the Beijing 2022 Olympic Winter Games at Capital Indoor Stadium. Mandatory Credit: Robert Deutsch-Imagn Images

A two-time Olympian and 2022 gold medalist, Karen Chen is known for her artistry and technical brilliance on the ice. Balancing skating and academics at Cornell University, she represents resilience, perseverance, and excellence. After a long delay due to a doping case against a Russian skater, she and Team USA finally received their Olympic gold medals at Paris 2024.

Sponsorship Opportunity: Align with Karen to tell a story of grit, perseverance, and success under pressure—perfect for education or health brands.

🏂 Brenna Huckaby (Paralympic Snowboarding) – Breaking Barriers

Source: International Paralympic Committee

A three-time Paralympic gold medalist and five-time World Champion, Brenna Huckaby is a force in para snowboarding. After losing her leg to cancer at 14, she fought her way to the top, competing against athletes in different classifications and modeling for Sports Illustrated Swimsuit Issue to challenge stereotypes about disability in sports.

Sponsorship Opportunity: An entrepreneur and mom, Brenna is the perfect ambassador for brands targeting parents who do it all, with countless stories of resilience. 

⛸️ Starr Andrews (Figure Skating) – A Trailblazer in the Sport

Starr Andrews made history as the first Black U.S. woman to win a Grand Prix medal, earning silver at Skate Canada International in 2022. A viral sensation since childhood, she remains an advocate for diversity in figure skating while pushing toward her dream of competing in Milan.

Sponsorship Opportunity: Starr is breaking barriers in sports and is an ideal partner for trailblazing tech or lifestyle brands.

🎿 Julia Kern (Cross-Country Skiing) – A Rising Star in Nordic Sport

A World Championship bronze medalist and four-time U.S. National Champion, Julia Kern has been instrumental in U.S. cross-country skiing’s rise on the global stage. Off the slopes, she’s a photographer and videographer, passionate about inspiring young skiers and promoting outdoor adventure.

Sponsorship Opportunity: Julie is a perfect match for outdoor brands, adventure gear companies, and creative-focused sponsorships.

🎿 Keely Cashman (Alpine Skiing) – Fearless on the Slopes

Known for her aggressive skiing style, Keely Cashman is a U.S. Ski Team veteran and 2022 Olympian. After overcoming injuries, she’s back and competing at the highest level, balancing skiing with business studies at Montana State University and serving as a barista a her family’s coffee shop.

Sponsorship Opportunity: Beyond performance and winter gear, Keely is a great fit for beverage brands, Gen Z-focused companies, and anyone with “fearless” as a core value.

🛷 Kaysha Love (Bobsled) – From Sprinter to World Champion

Feb 19, 2022; Yanqing, China; Kaillie Humphries and Kaysha Love (USA) react after their run in a 2-woman heat during the Beijing 2022 Olympic Winter Games at Yanqing Sliding Centre. Mandatory Credit: Andrew P. Scott-Imagn Images

A former track and field star, Kaysha Love transitioned to bobsled and won her first world title in just her second season as a pilot—an incredible feat in the sport. With multiple track and start records, she’s on a fast track to becoming one of Team USA’s top bobsled drivers.

Sponsorship Opportunity: Kaysha is ideal for fitness apparel, pet brands, and companies looking to celebrate speed and versatility.

Why Brands Should Start Sponsoring Now

Athlete Followers Surge Pre-Games: Athletes experience significant social media growth in the lead-up to the Games. Olympians saw an average Instagram follower growth of 71% after Paris 2024, while Paralympians saw a 30% increase—giving brands access to highly engaged new audiences.

Maximize Visibility Before the Games: Sponsoring an athlete before they qualify locks in prime opportunities at lower costs—before they become household names.

Year-Round Activation Opportunities: Sponsors can leverage major moments like trials, training, and exclusive content before the spotlight turns to Milan.

Get in the Game Now

Milan 2026 is fast approaching, and the smartest brands are getting in early to build authentic connections with top Olympians and Paralympians.

Looking to align with elite women athletes? We can help. Check out our marketer’s guide to the games or get in touch to explore sponsorship opportunities leading up to the Winter Games.

About Parity, a Group 1001 Company
Minority-founded in 2020, Parity is a sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports. By developing high-impact collaborations between brands, professional women athletes, and their fans, Parity has proudly put millions of dollars in the pockets of women athletes, attracting dozens of brands to the movement in the process. The platform connects brands like Microsoft, Morgan Stanley, AdventHealth, and Superfeet to over 1000 women athletes from 75+ sports, including well over 250 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit https://paritynow.co or follow us on Instagram, LinkedIn, and Facebook.