Quick Answer
Uber launched its sponsorship of the Milano-Cortina 2026 Winter Olympics with a large-scale OOH takeover across Milan, marking both the brand’s Olympic partnership.
A citywide OOH launch for the Olympic Games
Uber officially kicked off its Milano-Cortina 2026 Winter Olympics sponsorship by taking over the streets of Milan with a high-impact OOH campaign. Spread across key locations throughout the city, the takeover was designed to be unmissable, positioning Uber as a central mobility partner in the lead-up to the Games.
The timing marks the start of a long-term visibility strategy that will run through the Olympic period, embedding the brand into the urban fabric of one of Italy’s most influential cities.
Tina and Milo take an Uber ride
At the heart of the creative are Tina and Milo, the official mascots of the Milano-Cortina 2026 Winter Olympics. Rather than presenting them in a traditional sports setting, the campaign shows the mascots riding together in an Uber—linking everyday urban movement with the global spectacle of the Games.
This approach humanises the sponsorship, framing Uber not just as a logo partner, but as a functional part of how people and cities move during major global events.
AI-produced OOH at city scale
What sets this campaign apart is not just its scale, but its production method. The entire OOH rollout was created using artificial intelligence, making it one of Uber’s first large-scale campaigns fully produced with AI.
From character rendering to visual execution, AI played a central role in bringing Tina and Milo to life across formats, demonstrating how emerging tools are beginning to shape high-visibility brand campaigns in public space.
Why OOH matters for Olympic sponsorships
OOH remains a powerful medium for Olympic partnerships, offering sustained presence in the cities most closely tied to the Games. By occupying streets, transport routes and high-traffic locations, Uber ensures repeated exposure and strong association with Milano-Cortina 2026 long before the opening ceremony.
In Milan, the takeover transforms everyday commutes into reminders of the upcoming Olympics—and of Uber’s role in supporting movement during the event.
A signal of what’s next
This campaign signals two strategic directions for Uber: a deeper commitment to global event sponsorships, and a growing confidence in AI as a creative production tool. By combining both in a single, city-scale OOH activation, Uber positions itself at the intersection of mobility, culture and emerging technology.
Summary
To announce its role as the Official Ride-Hailing Sponsor of the Milano-Cortina 2026 Winter Olympics, Uber rolled out a bold out-of-home takeover across Milan. Featuring the official Olympic mascots Tina and Milo enjoying an Uber ride.
FAQs
Where did the campaign take place?
Across Milan, with a citywide out-of-home takeover.
What is the campaign promoting?
Uber’s role as the Official Ride-Hailing Sponsor of the Milano-Cortina 2026 Winter Olympics.
Who appears in the OOH creative?
The official Olympic mascots, Tina and Milo, shown enjoying an Uber ride.
What makes this campaign unique?
The entire OOH execution was produced using AI, marking a first of its kind at this scale for Uber.
FAQs about this campaign
Where did the campaign take place?
Across Milan, with a citywide out-of-home takeover.
What is the campaign promoting?
Uber’s role as the Official Ride-Hailing Sponsor of the Milano-Cortina 2026 Winter Olympics.
Who appears in the OOH creative?
The official Olympic mascots, Tina and Milo, shown enjoying an Uber ride.
What makes this campaign unique?
The entire OOH execution was produced using AI, marking a first of its kind at this scale for Uber.
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