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The Games have become a test case for firms seeking to raise their global profile, highlighting rising ambitions and challenges. With the Winter Olympics now under way in Milan and Cortina, Chinese brands involved in the Games are mounting an ambitious marketing push across Italy and Europe,

Eileen Gu: US freestyle skier representing China at the Winter Olympics 2026 - Eileen Gu is a skiing superstar, but the US born gold medalist represents China in the Winter Olympics, why?

Team Brazil and Team Mongolia understood the assignment. IThe 2026 Olympic Games are finally here. The 25th Winter Olympiad kicked off tonight in Milan with the traditional Opening Ceremony. Each host city takes creative liberties with the entertainment portion of the program.

NBC's Winter Olympics coverage will lean heavily on athletes competing for the U.S., as the broadcaster seeks to tap American patriotism and capture eyeballs during the games. One exception: a 22-year-old freestyle skier competing for China who will get the full star treatment.

Most countries that have competed at the Winter Olympics have taken home medals in multiple sports over the years. There are also some that have emerged

Eileen Gu is skiing all the way to the bank — but she doesn’t necessarily have her sport to thank for that. The American-born freestyle skier, who was at the center of controversy during the 2022 Winter Games over her decision to represent China,

The Winter Olympics begin on Friday, and Stanford will yet again be well represented on the biggest stage in sports

As the Games get started in Italy, experts discuss how weather and changing climate affect the competition and future site selections.