Spanish figure skater Tomas Guarino may have finished 25th in the men’s short program, but his “Minions” routine has become the commercial story of the 2026 Milano-Cortina Winter Olympics. Dubbed “Minionsgate” by social media, the performance generated an estimated $19.6 million in media exposure value for the Minions film franchise.
From Copyright Battle to Viral Gold
The saga began when Universal Pictures initially denied Guarino permission to use a specific music clip—the iconic Minions humming the Universal theme. After a massive online outcry and a “Save the Minions” campaign, Universal reversed its decision just days before his debut.
- Media Impact: According to Apex Marketing Group, the $19.6M value includes TV broadcasts (Peacock/NBC), radio, and digital news. Social media engagement, which was immense, is not even included in this figure.
- Corporate Irony: Universal is owned by Comcast, which is also the parent company of NBC (the US Olympic broadcaster) and a top-tier IOC partner. This created a unique scenario where Comcast’s IP was marketed by an athlete on a Comcast-owned network.
The Routine: Technicals vs. Whimsy
Guarino took to the ice in full character—wearing yellow-and-blue overalls and goggles—performing to a medley that included:
- The Universal Theme (Minion version).
- “Freedom” by Pharrell Williams.
- “Papaya (Vaya Papayas).”
Despite the energy of the crowd and the viral fame, Guarino narrowly missed the cutoff for the long program, finishing just one spot below the qualification line with 69.80 points.
Timing the “Banana” Boom
The marketing windfall comes at a perfect time for Universal and Illumination Entertainment. The third installment of the spin-off series, titled Minions & Monsters, is scheduled for theatrical release on July 1, 2026. Guarino confirmed he was not paid by Universal for the “free” promotion, though the licensing service ClicknClear helped cover his music rights costs.