Sport and Made in Italy: together to win

Sports diplomacy can also be a tool for the economic growth of a country in the world. All the more so when it comes to a winning combination such as Italian sport and its Made in Italy. And so sport could not be absent from the Italian Pavilion; and one immediately realises the vocation of our country, as soon as one arrives, being able to see the 'Milano Cortina 2026' torches that will light up the anticipation and enthusiasm for the next Olympic and Paralympic Winter Games. The two torches were unveiled in April at two simultaneous events at the Milan Triennale and Expo 2025 Osaka. The Osaka event was attended by Council Vice-President and Foreign Minister Antonio Tajani and Amb. Mario Vattani, Commissioner General for Italian participation in Expo 2025 Osaka. Godmothers of exception were four athletes capable of writing indelible pages in the history of the Games. In Milan, Stefania Belmondo, Olympic legend and last torchbearer at Turin 2006, accompanied the torches together with Paralympic champion Bebe Vio. In Osaka, on the other hand, Martina Caironi, gold medallist in Paris 2024, and Carolina Kostner, ice star and bronze medallist at the 2014 Sochi Olympics, represented the values of the flame.

Le torce olimpiche di 'Milano - Cortina 2026'

La cerimonia ad Osaka

Called 'Essential' for their minimalist design, they were made by Eni, Premium Partner of the Games, in collaboration with Versalis (Eni), Official Supporter, and designed by the Carlo Ratti Associati studio. Cavagna Group took care of the engineering and production. The torches will remain on display at the Italian Pavilion at Expo 2025 Osaka until the end of the World Expo, where they can be admired by the public.

Roberto Baggio ad Osaka

L'intervento al panel. Baggio, "sono molto legato al Giappone"

The Japanese and international audience present was instead able to attend the thematic panel 'Sport and Made in Italy: Together to Win', organised in the Italian Pavilion at Expo 2025 Osaka in the presence of Ice Agency President Matteo Zoppas, Marco Rago, legal advisor to the Minister of Foreign Affairs and International Cooperation (Maeci) and vice-president of the Italian National OneWater Committee, Commissioner General for Italy at Expo 2025 Osaka Mario Vattani, and football champion Roberto Baggio, Golden Ball in 1993 and now ambassador and international face of Italian sport in the world. "I am very attached to Japan," said Roberto Baggio, "I feel happy and proud to be a representative of Italy".

"The presence of Roberto Baggio at Expo Osaka," said ICE Agency President Matteo Zoppas, "shows how sport is a powerful catalyst for attention and an effective tool for promoting Made in Italy. His figure, a symbol of talent, passion and respect, strengthens the image of Italy in the world. This is the vision behind the sports diplomacy as a tool for growth diplomacy implemented by ICE in Osaka. As promoted by Minister Antonio Tajani a tool capable of generating international visibility, activating production chains and creating connections between cultures and markets. Even at Foodex Kansai, the reference fair for agrifood in Osaka, Baggio's presence attracted the interest of institutions, media and buyers, turning the spotlight on our excellence. A further confirmation of the value of the synergy between sport, culture and business. ICE works on two complementary fronts: promotion, also through innovative tools and strong identity symbols, and development, putting supply and demand into concrete contact thanks to fairs, missions, and incoming buyers. With exports currently worth 623 billion euro, aiming for 700 billion euro, as indicated by Minister Tajani, requires commitment and vision. It means working as a system, combining promotion and development, and enhancing Italy not only for what it produces, but for what it represents'.

"We have experienced here at the Italian Pavilion at the Expo in Osaka," said Marco Rago, legal advisor to the Minister of Foreign Affairs and International Cooperation (Maeci), "an important day that has combined growth diplomacy and sports diplomacy, both two pillars of our international diplomacy action to achieve the ambitious goals that the government has set for itself between now and the end of the parliamentary term to reach 700 billion euro. In this international, and I would say global, scenario, a strategic partnership with Japan, a nation that has always been at the forefront in terms of technology and, in any case, in knowing how to appreciate Italian products here in Asia, cannot be missing. This will help us to be able to increase relations between Italy and Japan in order to make this moment of friendship and relationship so strong and which sees Italy and Japan as two great countries participating in the G7 and which have on all occasions, most recently at the G7 in Italy last year, established what were fundamental objectives for both countries, a joint growth made up of partnerships between Italy and Japan. Our companies are happy to be here, the proof is in the great presence here at the Italian Pavilion at Expo Osaka and in the continuous interactions that the Italian production system is able to have with the Japanese production system. This is the future and Japan is one of Italy's strategic partners to increase the diplomacy of growth that Minister Antonio Tajani has always, since the beginning of his mandate, increased as one of the great pillars of Italian foreign and international policy around the world, so we are here to try to optimise this type of synthesis and this type of very close relationship between the two production systems'.