2026 Winter Paralympics x Samba

Mission

During the Paralympic Winter Games 2026, Samba Digital was entrusted with the full management of the IPC’s video content across all social media platforms, including TikTok, Instagram, Facebook, and YouTube.

Approach

The objective was to deliver comprehensive, real-time coverage of the Games while maximizing audience engagement and showcasing the performances, emotions, and stories of Paralympic athletes to a global audience.

To cover all events happening simultaneously, we deployed a multi-platform tone strategy — light-hearted and fast-paced content on TikTok & Instagram, with infotainment-led storytelling on Facebook & YouTube. The throughline: balanced coverage across disciplines with athletes and their stories always at the centre.

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Une publication partagée par Paralympics (@paralympics)

Results

Samba Digital successfully delivered large-scale, high-impact coverage, achieving:

650 million video views, demonstrating massive global reach
+3144% increase in views compared to Beijing 2022
1,434 videos produced during the Games
79 events covered, ensuring comprehensive visibility
1 million hours of content consumed on YouTube

This performance highlights Samba Digital’s ability to orchestrate complex, multi-platform content strategies in real time, combining storytelling, scalability, and performance to elevate the visibility of major international sporting events.

@paralympics Are you entertained yet? The best in the world have been giving us quite the show in #MilanoCortina2026 🇮🇹 Be sure to keep that popcorn 🍿 refreshed, because more action is coming your way! 👏 #Paralympics ♬ SWEET DREAM DJ DJACKY (Live) – Dj djacky mix