University of Oregon center studies the business, branding and evolution of the Olympics

The 2026 Winter Olympics kick off next Friday in northern Italy, with nearly 3,000 athletes from more than 90 countries vying for a medal in events ranging from figure skating to curling. Twelve athletes from Oregon and Washington have qualified for Team USA’s roster competing in Milan, Cortina D’Ampezzo and a handful of other sites where skiing and snowboarding events will be held.  

Yoav Dubinsky, an associate teaching professor of marketing at University of Oregon, will also be there to attend matches, do research and help organize an Olympic studies symposium in Naples. Dubinsky is also the operational director of the Olympic Studies Hub, which he helped launch within the UO’s business college in December 2024. It’s part of a network of more than 80 Olympic Studies and Research Centers recognized by the International Olympic Committee. 

Although this is the sixth Olympics Dubinsky will attend, which he first did as a former sports journalist, it will be his first Winter Olympics. We’ll talk to him about what events he plans to attend and his research interests, including the marketing and branding opportunities host nations seize on to promote their culture and polish their image with visitors and viewers worldwide.