Visiting Milan necessarily means passing through Piazza del Duomo, where the imposing cathedral stands, reaching a height of 108 metres. "The place to be" in the capital of Lombardy. It is no coincidence that the location has been chosen as the epicentre of the pre-2026 Winter Olympics activities. The natural influx of locals and tourists promises to boost attendance at the sports village and interest in the countdown clock. Ideal for the organisers, who want to get the public involved, but also for the brands that want to attach their name to the festivities. And the IOC is particularly sensitive to this.
Influencers, innovations and souvenir watches
Samsung is sponsoring the sports village, which opened on February 6 for the “One Year to Go.” Curious visitors can try their hand at hockey and curling, two iconic Olympic sports. Less common in the world of winter sports, the Galaxy Experience area invites the public to take photos and get acquainted with the brand’s latest phones. What else? « A cultural workshop led by leading Italian influencers » who help visitors « to get the most out of their Samsung devices in areas such as wellness, photography and gaming " The IOC highlighted its partner on its official website, via an article entirely dedicated to the project.
“Samsung has continued to innovate throughout our Olympic partnership, creating unique and immersive experiences for Olympic fans around the world, recalls Anne-Sophie Voumard, director of television and marketing services at the IOC. From Paris 2024 to Milan-Cortina 2026, Samsung is bringing fans closer to the Games and athletes in innovative and exciting ways, and we look forward to many more unforgettable moments.” Korean smartphones were already omnipresent in Paris, especially on the podiums, with the medalists' selfies. Same spotlight on the OMEGA company, whose countdown the IOC calls “remarkable feat in terms of design and innovation”. By the way, the body obviously slipped in the reference of the Seamaster 37 mm Milano Cortina 2026, the 21.200 euro watch that the watchmaker has just launched as part of these Games. Like Samsung, OMEGA is part of the TOP program, which brings together the IOC's global partners.
India to expand the Olympic family?
On the occasion of D-365, Airbnb was also entitled to an article on the IOC website, dedicated to a "unusual experience" offered by the accommodation platform: stay in a traditional chalet in Cortina and train with the Italian women's curling team in the famous Palazzetto del Ghiaccio. With, as a guest, none other than Stefania Constantini, Olympic champion in mixed two-woman bobsleigh in Beijing 2022. The body also points out that its partner covers all or part of the accommodation costs of many athletes. Airbnb will thus offer " a $500 travel grant to all participating athletes" at the Milan-Cortina Games, " to recognize their extraordinary efforts and exceptional achievements ».
The platform can sit at the prestigious, but increasingly restricted, table of TOP members. Eleven companies have their place there, compared to fifteen last year. Japanese giants Toyota, Panasonic and Bridgestone all left the ship after Paris 2024, sounding the alarm within the IOC. Publicly, the body keeps face and shows no concern. However, it strives to pamper its protégés and promote them, so that the story can continue. With three articles published in the space of two days, on February 6 and 7, the message is clear. And it is aimed as much at current partners as at those who would consider joining the adventure. Last fall, Anne-Sophie Voumard assumed the IOC's wish to invest in the Indian subcontinent and explained that the body was working on the possibility of integrating an Indian group into the global TOP program.
