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The Milan–Cortina 2026
Winter Olympic Games represent an event of strategic importance not only
from a sporting perspective, but also from an economic standpoint for the
country. As highlighted by recent international analyses, the event is
attracting the interest of major luxury brands, which see the Olympics as a
global platform for visibility and an opportunity to strengthen ties with
Italian excellence. The involvement of high-end
brands fits into a broader transformation of the sector, oriented toward the
integration of product, experience, and territory. In this context, winter
sports and the Olympic setting become narrative tools capable of enhancing
quality, innovation, and lifestyle, while engaging an international,
high–value-added audience. The presence of brands translates into initiatives
spanning fashion, retail, hospitality, and services, with positive spillover
effects on the local economy. Collaborations between fashion
and sport also take on significance in terms of national image. The official
uniforms of national teams and collections inspired by the alpine world help
strengthen the association between Italy, creativity, and manufacturing
expertise. At the same time, the locations involved in the Games are
experiencing a strengthening of their commercial offering and growing
attractiveness for investments in the premium segment, with particular
reference to Milan and Cortina d’Ampezzo. The Olympics emerge as a lever for integrated development and
promotion, capable of enhancing not only major international brands, but
also the economic and productive ecosystem that surrounds them. The global
visibility of the event offers an opportunity to consolidate Italy’s
positioning as a country able to combine tradition, innovation, and quality,
strengthening the role of businesses and territories in the international
competitive context. From this perspective, the
interaction between sport, luxury, and tourism takes on particular relevance
for the chamber system. Milan–Cortina 2026 can become a catalyst for relationships, investments, and project development,
fostering collaboration among institutions, businesses, and local communities.