As the countdown to the 2026 Winter Olympics in Milan Cortina begins, it appears that the event has yet to ignite a sense of national pride among Italians. The opening ceremonies, scheduled for Friday at the iconic San Siro Stadium, have prompted little enthusiasm beyond the borders of Northern Italy, raising questions about the Games’ broader appeal and marketing strategy.
A Tepid Reception
In the heart of Rome, the general sentiment towards the upcoming Winter Olympics is one of indifference. Local barista Michael Forciniti encapsulated this feeling: “In Northern Italy, the Olympics are followed, but not so much here. The only sport we truly care about is football.” This statement underscores a cultural truth in Italy; while the nation celebrates its storied football heritage, other sports, including the Winter Games, struggle to capture public interest.
However, it is important to note that the country does boast some remarkable athletes. Jannik Sinner, who recently lost his title as world No. 1 in tennis to Spain’s Carlos Alcaraz, remains a household name across Italy. His star power currently eclipses that of celebrated footballers such as Nicolò Barella and Alessandro Bastoni, both key players for Inter Milan. While Northern Italians might discuss skiing legends like Federica “the Tiger” Brignone and Sofia Goggia, their recognition does not extend as far south as Sicily, where winter sports are virtually unheard of.
The Marketing Dilemma
One of the critical issues facing the Milan Cortina Olympics is a lack of compelling marketing. The Games represent more than just athletic competition; they embody opportunities for urban renewal, tourism growth, and infrastructural development. Without a captivating narrative to attract both domestic and international audiences, the Games risk fading into the background of Italian life.
Reflecting on past Olympic success, Turin’s 2006 Winter Olympics revitalised the city, which had been struggling economically. Turin was able to rebrand itself, drawing on its industrial heritage and cultural richness. In contrast, Milan, renowned as a global fashion hub and financial centre, seems to require no additional marketing to maintain its status. Cortina, too, has a historical cachet as the site of the 1956 Winter Olympics, yet the combination of these two cities under the “Milan Cortina” banner lacks the same transformative appeal.
Uncharted Territories
Interestingly, the name “Milan Cortina” may mislead potential visitors. Most Olympic events will take place in the surrounding Alpine regions, where sites like Bormio and Livigno will host significant competitions, including Alpine skiing and freestyle events. However, these locations remain relatively unknown to international audiences, overshadowed by Cortina’s legacy. A rebranding to feature “Milan Bormio” or “Milan Livigno” could have piqued more interest from both Italians and foreign visitors alike.
As the Games approach, coverage in the Italian media has slowly ramped up, albeit not in a manner that Olympic organisers might have hoped. Recent headlines have focused on a doping scandal involving an Italian biathlete and the unexpected involvement of Donald Trump’s ICE agents in security roles, which has dominated discussions more than the Games themselves. Yet, as the competition begins and Italian athletes vie for medals, there is potential for public sentiment to shift.
The Road Ahead
The Milan Cortina Olympics present an array of challenges, and whether they will capture the hearts of Italians remains uncertain. The excitement surrounding individual athletes could ignite interest, but without a dynamic marketing approach, the event risks being overshadowed by Italy’s love for football and other, more popular sports.
Why it Matters
The Milan Cortina Winter Olympics represent a pivotal moment for Italy, not just in terms of sporting achievement but also as a test of national unity and pride. As the world watches, the Games have the potential to foster a renewed sense of community and celebration of athletic prowess. However, the current lack of enthusiasm raises concerns about how effectively Italy can leverage this global platform to engage its citizens and promote winter sports—an opportunity that, if missed, could hinder the growth of these disciplines in the future.
