Sharp-eyed observers have noted that the equipment used by Estonian athletes at the Milano Cortina Olympics differs from what they typically use in the World Cup series. This change raises questions about the brand endorsements and support systems for these athletes, specifically the absence of notable sponsors like LHV and Red Bull. The Olympics presents a unique platform with different rules, which may necessitate special equipment or branding strategies for participants.

The distinction in equipment choice highlights the particular nature of the Olympic Games compared to other competitions, such as the World Cup series. While athletes often opt for familiar gear in consistent events, the Olympic environment may introduce different criteria for competition and presentation. This shift could also reflect broader marketing strategies where brands might showcase different product lines during high-profile events.

Furthermore, the visibility of brand sponsorship at the Olympics can impact athletes’ funding and public perception. The conversations around equipment and sponsorship can influence future partnerships and even the financial support athletes receive. As Estonia's representatives compete on such a grand stage, how they manage their image and brand relationships becomes crucial for their performance and post-Olympic opportunities.