MILANO CORTINA 2026: INVESTMENTS, SPONSORSHIPS, AND THE ECONOMIC IMPACT OF THE OLYMPICS

Milano Cortina 2026 will be the next Winter Olympic Games taking place in less than 400 days. While the primary focus of these events tends to be on the sporting aspects, it is equally important to consider the financial commitments and investments required for such a monumental undertaking.

Regarding this point, sponsorship and the role of finance, in general, play a pivotal role in ensuring the success of the event and maximizing its benefits for the entire country.

First and foremost, the Milano Cortina 2026 Winter Olympic represents a significant opportunity for the italian economy, with a potential impact of over 3 billion euros. The necessary investments span various sectors, such as infrastructure, development, event promotion, operational costs, and, crucially, the involvement of local and international enterprises through sponsorships. In fact, numerous large international corporations have already pledged their support, with a substantial contribution of over 300 million euros toward the total budget. However, the Venetian enterprises have initially shown preliminary doubts regarding the high sponsorship fees to pay (estimated between 2 and 2.5 million euros).

Despite these initial hesitations, local institutions remain optimistic about the involvement of Venetian businesses. Luca Zaia, President of Veneto Region, has conveyed confidence that regional businesses will ultimately recognize the exceptional opportunities the event offers. According to Zaia, the Olympics provide an exceptional opportunity for these companies to gain international visibility.

Similarly, Giovanni Malagò, President of the Italian National Olympic Committee (CONI), reiterated the importance of securing strong local support for the event. The involvement of local industrial leaders as sponsors would symbolize regional commitment to a globally significant event, underscoring the cooperation between the public and private sectors.

The economic impact of the Milano Cortina 2026 Olympics extends far beyond the direct costs associated with organizing the event. Overall, the Olympic Games are expected to generate a considerable economic ripple effect across various sectors. In particular, tourism, hospitality, retail and transportation will see meaningful gains from the influx of visitors from around the globe. According to estimates, around 500,000 international tourists will contribute to temporary and permanent job creation in the host cities and beyond.

by Chiara Arsieni