ANOC, IOC and Getty Images Deliver Record Impact Through Milano Cortina 2026 NOC Photo Programme
The Association of National Olympic Committees (ANOC) and the International Olympic Committee (IOC) in partnership with Getty Images, successfully delivered the NOC Photo Programme during the Olympic Winter Games Milano Cortina 2026, providing 35 National Olympic Committees (NOCs) with high-quality competition imagery and innovative digital distribution services.
The programme ensured that participating NOCs had access to professional, world-class photography throughout the Games, enabling them to showcase their athletes’ performances and bring Olympic moments closer to fans across the globe.
Expanding Access Through Technology and Innovation
Through the IOC’s partnership with Getty Images as the official photo agency, NOCs benefited from access to high-quality imagery at significantly reduced cost, helping ensure that NOC with smaller delegations at the Games could utilise professional content. Building on this, ANOC provided additional support to NOCs through the ANOC Digital Content Hub and through its partnerships with PhotoShelter and Socialie, which automate and streamline the distribution of photos directly to participating NOCs. Through the Hub:
- 1,381 tailored content suggestions were distributed to NOCs
- Over 240 social media posts were published using the content shared through the Hub
- Posts generated from the content suggestions distributed through the Hub achieved a combined reach exceeding 20 million views
The integration of the ANOC Digital Content Hub significantly enhanced speed, accessibility, and efficiency, ensuring that NOCs could publish high-quality content in near real-time, maximising the visibility of Olympic-related storytelling across their digital platforms.
Strong Impact for NOCs with smaller delegations at the Games
The programme proved particularly valuable for NOCs with limited resources and smaller delegations. Feedback from participating NOCs highlighted the programme’s importance:
Albania:
“Through this program, we had the opportunity to better promote the Olympic Games, bringing information and the values of the events closer to the public.”
Bosnia and Herzegovina:
“It is highly important since we did not have any photographer on site, and even if we did, he would not be able to cover all competition venues.”
Morocco:
“For a small delegation, with very reduced options of accreditation, these kinds of programs are very important for our digital communication.”
Singapore:
“The photos were of excellent quality, and it was very easy to access the images. The photos helped us to amplify our sole athlete’s participation at the Games. As we didn’t have any Singapore media represented, we had to rely on other available resources to share our stories at the Games. We hope this programme continues and is especially helpful to NOCs with a small contingent and limited resources. We appreciate the support extended to us.”
Outstanding Evaluation from Participating NOCs
The preliminary results from the post-Games survey demonstrated overwhelming satisfaction among participating NOCs. The programme received an overall evaluation of 8.88 out of 10, while the quality of the photos — including composition, action moments and relevance — was rated 9.25 out of 10. The usefulness of receiving images through the ANOC Digital Content Hub scored 9.50 out of 10, and automated alerts were credited with significantly improving communication efficiency, earning a score of 9.06 out of 10. The programme was also considered strong value for money, with an evaluation of 8.33 out of 10.
NOCs also indicated that the photos were used predominantly on Instagram, Facebook and their official websites, while a smaller number reported using them on LinkedIn and X.
These results confirm the programme’s effectiveness in enhancing digital communication capabilities and supporting NOCs in telling their Olympic stories.
Maximising NOC communications at Games Time Through Targeted Support
The Milano Cortina 2026 NOC Photo Programme demonstrates ANOC’s continued commitment to empowering NOCs through innovation, collaboration and digital transformation. With the IOC facilitating NOC access to Getty Images’ world-class photography and ANOC capitalising on its digital distribution infrastructure, the initiative has contributed to maximising NOC and their athletes’ visibility, and increased global engagement with the Olympic Movement.
ANOC looks forward to building on this successful collaboration in future editions of the Games, further expanding digital services and content solutions for NOCs worldwide.
Photo credit: Getty Images
