Pirelli, the iconic Italian tire brand, has signed up to become a commercial partner of the 2026 Winter Olympics and Paralympics, to be held in the Milan-Cortina region of Northern Italy.
Through a deal unveiled today (June 6), Pirelli will be the exclusive supplier of winter tires for the fleet of cars and other vehicles that will be used for the transportation of athletes, staff, and other personnel during the Winter Games.
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In addition, Pirelli, which has its global headquarters in Milan, will provide roadside assistance in the event vehicles need repairing "along routes to the competition venues."
Andrea Varnier, chief executive (CEO) of the 2026 Winter Olympics and Paralympics organizing body, has said: "This partnership enhances the excellence of Pirelli's products and their crucial contribution to the smooth running of the event. The quality and innovation that characterize their offering will be key elements in the efficient and safe management of critical aspects of the Milan Cortina 2026 Winter Games."
In terms of recent Milan-Cortina commercial activity, mid-May saw ITA Airways come on board as the airline sponsor of next year's Olympics and Paralympics.
ITA Airways will outfit two aircraft in its fleet in Milano Cortina 26-branded liveries, and will launch a co-branded competition giving customers the chance to win tickets to the showpiece event.
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By GlobalDataIn late March, meanwhile, Italian public transport firm Ferrovie Nord Milano signed up as an event sponsor.
Andrea Casaluci, Pirelli's CEO, added: "Being an Olympic and Paralympic Partner for Milan Cortina 2026 allows us to showcase our winter products in a context of excellence, a segment where Pirelli is a market leader."
Pirelli has tie-ups and partnerships with a wide range of the world's top motorsport properties.
In March, the firm struck a deal to become the tire supplier of MotoGP for the 2027-31 cycle, with Dorna Sports.
