In 2023 the International Olympic Committee (IOC) revolutionized its ticketing model, centralizing all travel and hospitality offerings through one provider, On Location, which became the first-ever centralized Olympic hospitality partner ahead of the Paris 2024 Summer Games.
After the delivery of Paris 2024, next on the schedule under the three-games commitment is the 2026 Winter Olympic Games, which will be held across Milan and Cortina d’Ampezzo, in northern Italy.
Go deeper with GlobalData
On February 29 this year, less than 12 months out from the event, On Location launched the sale of hospitality packages for Milano-Cortina 2026, advertising offerings that include chalet-style clubhouses, village lodgings, and in-venue hospitality.
While Paris 2024 was a massive logistical undertaking due to the sheer number of those descending on the French capital and the scale of the task at hand, Milano-Cortina 2026 will be just as difficult for altogether different reasons, with the adverse terrain, multi-city hosting, and the mountainous weather conditions all complicating the delivery of both the games themselves and the hospitality surrounding them.
Speaking to Sportcal (GlobalData Sport), On Location executive vice president for the Olympic & Paralympic Games Will Whiston discusses just how the firm is navigating these challenges, and how it plans to leverage its experience from Paris 2024 into new experiences for 2026.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataWhat different markets/demographics are you targeting for the Winter Games compared to the Summer Olympics?
Whiston: “Demand and excitement around Milano Cortina 2026 is already high, with thousands signing up in 2024 for our priority access program; the first in Olympic history. Sales have been strong, with the US, Italy, Japan, Germany, Switzerland, the Netherlands, and the UK leading the way as our top-purchasing markets so far.
“While corporate customers have consistently been a key audience group in the global sports hospitality industry, we’re seeing increasing interest from general consumers and fans who are looking for those once-in-a-lifetime, ‘bucket list' experiences, both domestically in the US and internationally. The Olympic Winter Games Milano Cortina 2026 hospitality program offers something for everyone – a truly unique blend of sport, culture, and Italian charm – which we believe all fans will enjoy.”
What are some challenges you expect for organizing hospitality for the winter games given the environment and scale of location?
“We have been designing and developing this hospitality programme with the IOC and the Milano Cortina 2026 team for years now, and we view the unique elements of these Games as positive opportunities. For example, the compact nature and unique layout of the Cortina d'Ampezzo region allows fans to blend world-class sporting events with the quintessential Italian Dolomites lifestyle, which they can experience seamlessly through our premium services, accommodation, and hospitality experiences.
“Our packages, both in Cortina and Livigno, have been designed to provide guests the opportunity to go from cheering on the world’s top winter sports athletes in the morning to carving their own tracks on the slopes in the afternoon and indulging in incredible cuisine, all while staying close by, in premium lodging.
"Working with temporary, purpose-built venues has enabled us to design the best, most premium experience and viewpoints for our guests – for example, unique hospitality areas at the top of Alpine Skiing and Snowboarding. Additionally, our off-site Clubhouse 26 experiences in Milan, Cortina, and Livigno allow fans a warm and cozy place to continue celebrations beyond the competition venues."
How has the opening of a Milan office in 2024 aided the process?
“The Milan office has been instrumental in shaping our Milano Cortina 2026 hospitality program. As an official partner to the world’s biggest events – including the FIFA World Cup 2026, the NFL (including the Super Bowl), UFC, WWE, and the Ryder Cup – On Location brings unrivaled global experience in developing, selling and delivering premium hospitality and travel experiences around the world.
“The Milan team’s invaluable local expertise perfectly complements this, allowing us to craft experiences that are deeply rooted in Italian culture. This local presence also fosters stronger relationships with Italian hospitality providers in the games' regions and places us closer to Italian fans, making it easier to connect with them and facilitate their enjoyment of a home games.”
Sustainability was a major focus for On Location’s hospitality practices at Paris 2024, how are you aiming to meet the IOC’s sustainability targets for Milano-Cortina 2026?
“Sustainability is paramount to our Milano Cortina 2026 strategy. We're collaborating closely with the organizing committee to integrate sustainable practices throughout our hospitality programs. Mirroring our Paris 2024 approach, we're prioritizing environmentally friendly experiences, with sustainability at the core of our production decisions.
“We're maximizing the use of local resources, from décor and catering to equipment rentals, minimizing our environmental footprint. Furthermore, we're applying lessons learned from Paris, such as our successful equipment recycling and donation program, where over 100 pallets of materials were repurposed or responsibly disposed of, to inform our sustainable practices in Italy.”
When we spoke to you in 2023, you said technology was key to the sales process for Paris 2024. How key is it for Milano-Cortina 2026, and are there new solutions that you are using to facilitate the process?
“Technology plays a crucial role in helping us deliver exceptional experiences. For Milano Cortina 2026, we have improved our e-commerce platform, following consumer feedback. As a result, we’ve enhanced the user journey, improved product information and the checkout experience to streamline the ticket purchase process for our guests.”
What lessons have you learnt for Paris 2024 that you are applying for the Milano-Cortina 2026 hospitality sales process?
“Paris was revolutionary and a huge moment for us. Not only was it our first Olympics and a record-breaking event, but it was also the largest sports hospitality program in history and transformed the way people can experience the Games. The insights gained from hosting the hundreds of thousands of guests from more than 120 countries in one city are vast, and being applied not just to our work on Milano Cortina 26, but across our global portfolio of the world’s largest events and rightsholders, including the FIFA World Cup 2026, the NFL, UFC, and WWE.
“We saw strong demand for more elevated and immersive experiences that exceed traditional food and beverage offers. In Milan, we’ve further developed and enhanced our core offer, exceeding every step of the consumer journey. Whether that’s through priority access, easy drop-offs and expedited entry, or creating new in-venue views of the action, each moment for sports fans will be enhanced.”
