Milan-Cortina: positive impact on regions for 76% of Italians

The pre-approval of the Sliding Centre in Cortina, which took place this week, has given good results and is also a symbolic turning point for the organisational apparatus and the 'perception' of the 2026 Games. From the point of view of the structures, as the CEO of the Milan-Cortina Foundation Andrea Varnier recalled during the last IOC session on 20 March, the Olympic Village in Milan is almost complete, while the delivery of the first prefabricated houses of the temporary Village in Cortina has already begun. As far as the Milan Santagiulia Ice Hockey Arena is concerned, the timetable remains very tight, but there has been a good acceleration in the last year, while the works at the Milano Ice Park in Rho Fiera have been completed. On the sponsorship front, Fondazione Milano Cortina has already secured contracts worth almost 90% of the budget (450 million out of the approximately 500 million to be collected). Only in the last few days have agreements been announced with the Fnm Group, TechnoAlpin, a company that designs and builds snow-making systems, and the Leonardo Group. Research by Next Different, a communication company part of UNA - Aziende della Comunicazione Unite, in collaboration with EMG Different, the Group's research institute, shows, moreover, how the role of sponsors is also becoming increasingly important in the amplification of the event. 12% of Italians said they knew the official sponsors of Milano Cortina, with TIM and Coca Cola among the most cited brands, followed by Enel, Eni, Visa and Grana Padano. "Sponsorships represent a fundamental pillar for the success of the 2026 Olympics, also to make them a more immersive and accessible experience for the public, thanks to engagement and innovation initiatives," explained Paolo Laurito, New Business & Sport Director of Next Different. "On the other hand, the involvement of brands such as TIM, Coca Cola and ENEL demonstrates the strong strategic value of these Games for companies, which see in the event a unique platform to connect with the public and strengthen their identity. Among many interesting aspects, the research also highlights how 76% of Italians see a positive economic impact of the Games on the host territories (70% extend this to the entire country). 57% of those interviewed declared themselves very or fairly enthusiastic about the event being held in Milan and Cortina, a percentage that rises to 69% considering Italy as a whole. Moreover, 47% rated the organisation of the event positively (57% in Veneto), showing how the path leading up to the Games is already perceived as effective by a substantial part of the population, underlining the role of the Olympics as an element of strong legacy for the territory. "The data from our research confirm how Milan-Cortina 2026 is perceived as a unique opportunity for the country, both in economic terms and in terms of international visibility," concludes Davide Arduini, CEO of Next Different. The strong interest shown by Italians and the growing involvement of sponsoring companies highlight the potential of these Games as a catalyst for development and innovation. It is now crucial to work to ensure that this energy is translated into a concrete legacy'.