Interview Professor Kim Do-gyun from Kyung Hee University's Graduate School of Sports Science: "All Marketing Leads Through the Olympics"

[News S=Reporter Um In-yong] Professor Kim Do-gyun from Kyung Hee University's Graduate School of Sports Science (Chairman of the Sports AI Big Data Association) has garnered attention by highlighting the theory and practice of sports economics at the 2026 Milan-Cortina Winter Olympics in Milan, where global companies are focusing their efforts.

Professor Kim, on site in Milan, has drawn attention by stating that "all marketing leads through the Olympics," highlighting how global corporate capital converges with the Olympic world festival.

He also noted that the 2026 Milan-Cortina Winter Olympics transcends mere sports competition, with "artificial intelligence (AI) innovation" and fans directly participating through SNS (social media services) and media.

This publication interviewed Professor Kim Do-gyun on the meaning and reality of his "Sports Economics" activities at the 2026 Milan-Cortina Winter Olympics in Milan.

The following is a Q&A format interview.

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

- The 67 companies participating in this event are divided into six tiers according to their capital and contribution. Specifically, each tier has different characteristics in terms of the space, time, and scope of their marketing reach.

■ What are the companies' strategies?

- Transcending politics and ideology, companies consistently invest capital solely focused on the Olympics, making full efforts to maximize brand value and enhance global recognition while emphasizing their image as world-class enterprises.

Furthermore, Olympic-participating companies are linking their products' unique value 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."

■ There are evaluations that this event is a testing ground for technological prowess.

- That's right. Each company showcases cutting-edge technologies such as AI and 5G at the Olympic festival, thereby preempting world technological standards.

■ What about resonance and value sharing with the MZ generation?

- Through SNS challenges and short-form content, companies engage 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 a "good company." The 2026 Winter Olympics marketing goes beyond simple competition over "who gets more exposure," focusing instead on how brands improve and participate in the Olympic experience, while embedding practical technologies such as artificial intelligence (AI) and digital payment systems in the field.