One year ahead of the Milano Cortina 2026 Winter Olympics, a study conducted by SWG and commissioned by Coca-Cola Italy highlights the strong support of Italians for Olympic values such as respect, solidarity, and perseverance. According to the research, 8 out of 10 Italians say they uphold these values by cheering for athletes, while 84% believe the Games can promote social inclusion and serve as a driver of positive change. Furthermore, the event generates significant interest across all generations: 70% of Italians follow the Games enthusiastically, including a notable 65% of young people under 30.

The study also emphasizes national pride in hosting Milano Cortina 2026, with 62% of Italians expressing satisfaction about being the host country. The Olympic Torch Relay, set to begin in Rome in December 2025, is seen as an opportunity to connect communities across the nation and reinforce the inclusive spirit of the Games. This journey will culminate with the Opening Ceremony in Milan on February 6, 2026.

AN EVENT THAT UNITES

The Olympic Games represent more than just a sporting competition; they serve as a platform to enrich society culturally. According to the study, 72% of Italians feel inspired to learn more about different sports thanks to past editions, while 64% have explored traditions from other nations through the event. Additionally, the Paralympic Games generate strong interest among younger generations, with 66% of young people engaged in the stories of Paralympic athletes.

IOC President Thomas Bach emphasized that these results reflect the enduring relevance of Olympic values and their ability to unite people across generations and cultures. With continued support from partners like Coca-Cola and growing enthusiasm in Italy, Milano Cortina 2026 is set to be a transformative event that will leave a lasting legacy for future generations.