Now that the Milano Cortina Games have entered the final stretch, garnering widespread international acclaim for both their organizational and media impact – and beyond the resounding results of the Italian team, which are also significant – the companies that, in the run-up to the Games, some several years in advance, decided to link their brands to the Olympic Games can say they've succeeded. Of course, the Olympic and Paralympic events almost always guarantee returns on advertising investments and related activations, but risks, due to global events and their resulting complexity, are always present. For the Milano Cortina Foundation, on the other hand, having successfully intercepted and persuaded so many Italian and international companies to embrace the project, hitting the revenue target of approximately €550 million, is a source of pride. This goal was far from a foregone conclusion, given the challenging economic climate of the last five years – between the pandemic, conflict, and skyrocketing commodity prices – and the requirement to adhere to the International Olympic Committee's strict guidelines, respecting the scope and exclusive rights, both in terms of merchandise and otherwise, granted to its global sponsors. In total, the Milano Cortina Foundation has formalized 56 domestic commercial agreements, spanning various levels of collaboration, visibility, and, of course, compensation. These range from "Premium Partners," who have invested the most substantial sums to link themselves to the Milano Cortina 2026 brand, to "Official Partners," from official sponsors to supporters.