The Winter Olympics in Milano-Cortina 2026 represent a historic event for Italy and an unique opportunity to revitalize winter sports in the Italian territory. With these kind of events, the role of brand ambassadors is crucial, as demonstrated by OVS’s decision to collaborate with Deborah Compagnoni, an Italian icon of alpine skiing and a 3 times Olympic champion.
Compagnoni is not just an extraordinary athlete, but also an inspiring figure for new generations. In fact, through this partnership, OVS aims to reinforce the made in Italy, positioning itself as a leader in winter sports apparel. By leveraging Compagnoni’s legacy, the brand has decided to align itself with values such as determination, success, and passion.
Major sporting events, like the Olympics, are an ideal platform for brands to merge sports, values, and national identity in their marketing strategies. OVS, with the brand Altavia, has seized this opportunity by partnering with an athlete who embodies resilience and achievement, ensuring its campaign is effective and emotionally engaging. Compagnoni’s presence strengthens the perceived value of the brand, promoting winter sports culture while elevating OVS’s status in the market.
Beyond being a sporting event, Milano-Cortina 2026 serves as a clou moment for communication and branding. Companies that recognize the power of athlete support can drive engagement and market growth, with a deeper connection with the consumer. The OVS-Compagnoni partnership illustrates how collaborations with high-profile athletes extend beyond traditional sponsorships, transforming into strategic marketing initiatives that foster deeper consumer connections.
This collaboration underscores a broader trend in sports marketing: leveraging the influence of sports icons to amplify brand messaging. As seen in industries ranging from luxury to lifestyle, the intersection of sports and brand storytelling continues to evolve, creating unparalleled opportunities. With the global sports industry valued at over $500 billion, companies that invest in these kind of partnerships can tap into passionate audiences and build lasting brand loyalty.
Testimonials could be seen not just as ambassadors, but as catalysts for powerful brand stories. For sure OVS is not the only brand taking advantage of stategic partnership, and as Milano-Cortina 2026 approaches, it is likely that other brands will follow OVS’s lead.
by Maddalena Loro
BOCCONI STUDENTS FOR SPORT MANAGEMENT 
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