Dua Lipa joins NBC Sports to promote the 2026 Winter Olympics in Milan and Cortina d’Ampezzo, bringing her music, presence, and voice to a new campaign built around the atmosphere of the host city. The promo arrived during the Macy’s Thanksgiving Day Parade, where NBC and Peacock unveiled a sequence anchored in Lipa’s hit “Training Season.” The singer appears inside Milan’s Galleria Vittorio Emanuele II in a black fur coat, moving through the historic shopping arcade as she introduces several of Team USA’s most decorated winter athletes.
The campaign pairs Lipa’s performance with short appearances from Lindsey Vonn, Mikaela Shiffrin, Alysa Liu, and Chloe Kim. NBC positions the segment as a preview of the athletes expected to appear at Milano Cortina 2026 and uses Lipa’s narration to frame each figure through a single defining quality. She describes Vonn as fearless, Liu as graceful, Shiffrin as historic, and Kim as levitating, using brief, sharp cues to introduce their presence to viewers.
The clip moves between Lipa’s narration and scenes of the four athletes in action, giving structure to the campaign without shifting away from the central setting inside Milan. Lipa delivers her lines in English with moments of Italian woven into the sequence, closing the piece with “see you there,” which anchors the spot to its location.
NBCUniversal continues to prepare for its coverage of Milano Cortina 2026, and the campaign reflects that direction. Joseph Lee, NBCUniversal’s senior vice president of creative marketing in sports and entertainment, described Lipa as an artist who matches the energy of the host city, noting that her presence in the campaign aligns with Milan’s image and with the focus on athletes who will define the Games.
NBC and Peacock hold broadcasting and streaming rights in the United States for the 2026 Winter Olympics. The Opening Ceremony is scheduled for February 6, 2026, and NBC plans to present the event in primetime. Peacock will offer access to viewers who prefer streaming coverage. The network’s early promotional push signals the beginning of a long lead-in to Milano Cortina, and Lipa’s involvement adds a high-profile introduction to the athletes and the location.
