A visit to the 2026 Winter Olympics in Milano-Cortina

Our team visited the 2026 Winter Olympics in Milano-Cortina, focusing on branding, fan engagement and, in particular, the cultural programme in both Milan and Cortina d'Ampezzo. As this year’s Winter Olympics are taking place just 500 km from Karlsruhe, we took the opportunity to take a closer look at such a significant multi-sport event. The valuable insights gained in northern Italy are being analysed and incorporated into the TWG2029 planning.