Managing an integrated program of Sport Presentation and Victory Ceremonies for the Milano Cortina 2026 Olympic and Paralympic Winter Games, within a model spread across multiple clusters and geographically distant venues.
MILANO CORTINA 2026
SPORT PRESENTATION & VICTORY CEREMONIES
Winter Olympic and Paralimpic Games 2026
_____________________ 2025 - 2026
_____________________ 2025 - 2026
The challenge
A large-scale project that required:
- 16 months of work
- simultaneous coordination across 13 competition venues;
- management of 265 Olympic and 75 Paralympic events;
- organization and alignment of over 600 resources, including venue staff and central coordination.
The goal: to ensure a consistent, immersive, and technically flawless experience at every venue, while adhering to timelines, protocols, and the specific requirements of each discipline.
OUR SOLUTION
We developed and implemented an integrated, turnkey operational model, supporting the Organizing Committee, the Olympic Committee, and the International Federations throughout all phases of the project: strategy and planning, creative concept, selection and management of the entire team, content production, development and management of the entertainment program, technical coordination, coordination with broadcast partners, and on-site operational management. Of course, with all the flexibility and problem-solving required by the day-to-day management of an event of this magnitude.
FEEL THE GAMES
At its core, the “Feel the Games” concept: a coordinated system of music, lighting, and content designed to immerse spectators and athletes in the atmosphere of the Games, maintaining overall consistency while adapting to the nature of each sport and context.
The project was structured around two main areas, fully integrated with one another: SPORT PRESENTATION and VICTORY CEREMONIES
SPORT PRESENTATION
We designed and managed the in-venue experience through announcers, Ds, MCs, musical direction and production of the music library, video content and projections, lighting design and management, fan engagement formats, creation of run-of-show scripts for each competition day, and live direction and execution.
The program also included artistic performances and the coordination of mascot appearances, helping to create a dynamic and engaging atmosphere for the audience at every venue, strengthening engagement and the emotional connection between spectators and the Games.
For the first time in the history of the Winter Games, we also managed the integration of partners into the SPP program: an area we know well, but which, given the complexity of the Games and their dynamics, presented a challenge to manage.
KEY FIGURES:
616 staff members in total, equally divided between men and women:
580 worked during the Games,
36 managed the entire conceptualization, pre-production, and coordination phase;
13 competition venues;
265 Olympic events;
75 Paralympic events;
over 13,000 content produced;
a music library of over 6,000 tracks, designed to serve the specific needs of each discipline;
40 groups of artists performed at 12 venues over the course of 14 days.
VICTORY CEREMONIES
We oversaw the organization and execution of the athletes’ medal ceremonies, the most important moment for the Games’ protagonists; we did so by ensuring full compliance with Olympic and Paralympic protocols, coordinating the teams at each venue (coordinators, assistants, tray bearers, hostesses), and integrating the workflow with the sports schedule and broadcast.
KEY FIGURES
200 award ceremonies
112 Ceremony Assistants for the Winter Olympic Games
43 Ceremony Assistants for the Winter Paralympic Games
LA LEGACY
From the very earliest stages of planning, AWE Sport has sought to leave a tangible and lasting impact on the regions involved, creating a legacy project aimed at promoting local resources, particularly through the Sport Presentation and Victory Ceremonies for the Milano Cortina 2026 Olympic and Paralympic Winter Games.
This vision took shape through a strategic decision: to involve local talent. A clear example of this choice is the participation of 90% Italian DJs, which has brought local excellence to the heart of the event’s entertainment.
In addition, local youth were recruited to fill key operational roles, working alongside experts with Olympic experience. This created a unique combination of international expertise and local value.
To support this, an educational program was launched in collaboration with AWE Sport Education. The Digital Campus provided these local resources with the know-how needed to tackle the experience, while strengthening their practical and professional skills. This initiative has created an ecosystem of local expertise that will ensure solid preparation for future major events, contributing to the growth of a workforce capable of managing events of international scope.
DIGITAL CAMPUS
MiCo 2026.
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