Interview Kim Do-kyun, Professor at Kyunghee University Graduate School of Sports, "All Marketing Leads Through the Olympics"

[Suwon Ilbo=Reporter Eom In-yong] Kim Do-kyun, Professor at Kyunghee University Graduate School of Sports (Chair of the Sports AI Big Data Society), is garnering attention by highlighting both theory and practice of sports economics at the 2026 Milan-Cortina Winter Olympics in Milan, where global corporations are focusing their efforts.

Professor Kim has drawn interest by stating in Milan, where capital from corporations around the world is concentrated, that "all marketing leads through the Olympics" in connection with the Olympic world festival.

He further added that the 2026 Milan-Cortina Winter Olympics has emerged as transcending sports competition, revealing that fans are directly participating through "artificial intelligence (AI) innovation," social media networks (SNS), and media.

This publication sought to understand the meaning and reality of "Kim Do-kyun's Sports Economics," currently being practiced at the 2026 Milan-Cortina Winter Olympics in Milan.

The following is a question-and-answer format.

■ What are the characteristics of the 67 companies participating in this Games?

- The 67 companies participating in this Games are divided into six levels based on capital and contribution. Specifically, each level has different marketing scope in terms of space, time, and range characteristics.

■ What are the companies' strategies?

- Transcending politics and ideology, corporations are uniformly investing capital in the Olympics to maximize brand value and enhance global recognition, putting forth their full effort in projecting an image of being among the world's leading companies.

Additionally, companies participating in the Olympics are connecting the unique value of their products through marketing. For example, Samsung Electronics is using AI and connectivity as core keywords, having athletes participate as "Team Samsung Galaxy" and providing the "Galaxy Z Flip7 Olympic Edition."

■ This Games is being evaluated as a testing ground for technological prowess.

- That's correct. Each company is showcasing its cutting-edge technologies such as AI and 5G at the Olympic festival, thereby securing the lead in global technology standards.

■ Communication and shared values with the MZ generation?

- Through SNS challenges and short-form content, they communicate with the MZ generation and participate in universal values pursued by the Olympics such as human rights and diversity, experiencing social responsibility and ESG management as "ethical companies." The marketing of the 2026 Winter Olympics is transcending the simple competition of "who receives more exposure" and is concentrating on how brands improve and participate in the Olympic experience, incorporating practical technologies such as artificial intelligence (AI) and digital payment at the venue.