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2026 Winter Games: Why Music Matters More Than Ever for Viral Sports and Brand Moments
- Annika Dietiker
- Feb 13
- 3 min read
Why Music Matters More Than Ever for Viral Sports and Brand Moments
Winter sports are having a moment right now, and it’s no surprise why. The 2026 Winter Games have officially arrived, the X Games just finished, and Heated Rivalry is still breaking the internet (see our tracks featured in the hit show at the end of this article!).
From elite athletes going airborne to fans obsessing over the hockey love story online, winter sports are no longer just seasonal programming, they’re becoming full-on social media events. And behind so many of the biggest viral moments? One key ingredient: music.
From the iconic moments in Heated Rivalry (yes, that club scene), to Olympic figure skating favorite Alysa Liu choosing Lady Gaga for a recent routine, music is an undoubted factor of the virality and memorability of these clips.
You’re probably asking what this has to do with brands. Well, with the right timing and tracks, brands can jump on these trends and build extremely viral moments too.
Winter sports are uniquely built for the modern Internet. They’re fast, visually striking, emotionally intense, and often cinematic by nature. That makes them perfect for the types of content dominating TikTok, Instagram Reels, YouTube Shorts, and beyond.
If visuals make people stop scrolling, music is what makes them stay.
In the age of short-form video, music has become one of the most powerful tools for shaping how sports content is experienced and shared.
1. Music Creates Instant Emotion
A perfectly chosen track can immediately tell an audience what they’re supposed to feel:
anticipation before a jump
triumph after a goal
heartbreak after a fall
nostalgia in a season recap
Sound hits faster than visuals, and it makes moments land harder.
2. Beat Drops Make Highlights Unforgettable
Some of the most viral sports edits today are built around timing, and music provides the structure.
A snowboard jump is cool on its own.
A snowboard jump that hits exactly on the beat drop? That’s a moment.
Music gives editors and creators the ability to turn athletic performance into storytelling.
3. Sonic Identity Is Becoming Part of Sports Branding
Sports leagues, brands, and athletes are increasingly defined not just by visuals, but by sound.
The right music will build recognition. It creates a signature tone. It makes content feel premium, emotional, and culturally current.
Just look at APM client Ralph Lauren, official outfitter of Team USA. Their blend of star power and iconic tailoring mixed with dramatic music is key.
Winter sports in particular benefit from this because the atmosphere is so distinct: cinematic and high stakes.
What to Look Forward to This Winter Sports Season
With the momentum already in full swing, the remainder of this winter season will be one for the books.
Winter Games 2026 Have Arrived
The Winter Games have already begun, and these seasons always bring a surge of content: athlete spotlights, historic memes, national rivalries, training stories, and unforgettable highlight reels.
Expect music-driven promos and social-first storytelling to ramp up as brands and broadcasters prepare for the world stage.
Sports Stories Are Becoming Blockbuster Events
Whether it’s real competition or online fandoms, winter sports are leaning into storylines the same way other major leagues already do. The successful hockey show was just the beginning; more winter sports dramas continue to be produced. Netflix’s new drama, Finding Her Edge, has already been renewed for a second season along with HBO/Crave’s Heated Rivalry.
And nothing makes a rivalry feel bigger than cinematic, tension-building music behind it.
Social-First Sports Content Will Keep Growing
More than ever, winter sports are being consumed through clips, edits, and creators, not just full broadcasts.
That means music choices will matter even more, because the soundtrack often determines whether a video feels:
epic or forgettable
emotional or flat
viral or scroll-past
APM’s Role in the Winter Sports Soundtrack
At APM Music, we’re elated to support the sounds behind these moments. We’re a proud music partner of NBC, U.S. broadcaster of Olympic Games. Sports leagues like the NHL and X Games trust us as a music source, along with iconic winter brands like Columbia Sportswear.
Winter sports are entering a new era where performance meets storytelling, and music is the bridge between the two. Whether it’s an Olympic-level highlight reel, a sponsored winter brand video (hi Team USA Curling!), or the latest rivalry trend lighting up social feeds, the right track can turn action into impact.
Check out our winter sports playlists below to explore the music shaping the season.
Featured Playlists
Want to talk music? Let’s work together.
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