75% of Olympic hospitality packages sold

On Location, a US multinational that organises and sells premium experiences in live events as well as the official hospitality provider for the Milan-Cortina 2026 Winter Olympic Games, has already sold 75% of the hospitality packages for the competitions and opening and closing ceremonies of the games, amounting to some 90,000 guests. This is the provisional balance three months before the opening ceremony. The discipline most sought after by hospitality buyers is ice hockey, thanks in part to the participation of professional NHL players in the US and Canadian teams. Demand for the Opening Ceremony, to be held on 6 February at Milan's San Siro Stadium, is very high, ranking as the second most popular event after hockey. Ice hockey is also the favourite among Italian buyers, followed by figure skating, biathlon and ski jumping. The premium lounge packages for men's and women's alpine skiing, figure skating, freestyle and snowboarding, as well as the classic lounge for speed skating, are very popular.

For the first time in Italy, On Location offers a premium service and a complete hospitality experience, with attention to every detail, and includes for the first time at the Winter Olympic Games the innovative Clubhouse 26 concept, which features exclusive venues located in the centre of Milan at the Dazi at the beginning of Corso Sempione in Milan, right next to the Olympic brazier, Cortina and Livigno. These spaces managed according to sustainability principles - such as adjusting food preparation to the number of guests to minimise waste and maintaining a plastic bottle-free environment - offer guests an oasis of relaxation and entertainment away from the competition venues, enriching the Olympic hospitality experience with a cultural touch. The impact on the region can be estimated at over 2.5 billion, calculating an average daily expenditure of 2,000 euro per customer-spectator.

"We are ready to make the Winter Olympic Games an unforgettable hospitality experience for all our guests, and we are happy to contribute to amplify the economic impact that the event will generate on the Italian territory," comments Emilio Pozzi, CEO of On Location Italia. "Thanks to our packages, thousands of international visitors will be able to discover Italy's artistic, naturalistic and gastronomic heritage and choose to return for future holidays, with a beneficial effect on the tourism sector and local businesses.

"We are very close: in 90 days, everything we have worked so hard for will become reality," recalls Andrea Varnier, CEO of the Milano Cortina 2026 Foundation. Unique excellence in hospitality and reception, which are also the sector in which On Location is a leader and thanks to which thousands of visitors will experience the Milan Cortina 2026 Games enjoying all possible comforts, welcomed by a unique warmth that will encourage them to come back. The Games are not only sport, they give unique emotions and remain forever in the memory of those who have experienced them'.

Thanks to the exceptionally successful collaboration between On Location and the Olympic Museum in Lausanne, the Clubhouses in Milan, Cortina and Livigno will become authentic Olympic-themed exhibitions, with a unique visitor experience that blends Olympic heritage, culture, art, sport and entertainment. Nostalgia', a curated selection of rare black-and-white photographs, will be on display in Clubhouse 26 in Milan Olympic memorabilia, including Olympic medals and torches from past editions. Interactive digital content and engaging displays will celebrate the most iconic moments in winter sports, offering an emotional and educational journey for visitors. In addition, in Clubhouse 26, guests will also be able to follow the competitions on dedicated screens and enjoy menus curated by Chef Carlo Zarri, Culinary Director of Olympic Hospitality for Milan Cortina 2026. On Location Italia estimates to employ almost one thousand local people during the period of the Games. Among them, 200 students from hotel schools in Milan, Bormio, Brunico, Chivasso and Cortina will also be involved to provide a memorable learning experience for the next generation of hospitality professionals.