Organizing an Event in Cortina during Milano-Cortina 2026

The Milano-Cortina 2026 Winter Olympic Games are a can't-miss event for brands. But what if you aren't an official sponsor? The good news is that it's possible to create an activation right in the heart of Cortina d'Ampezzo... provided you adhere to strict rules to avoid ambush marketing (unauthorized opportunistic marketing).

Know the Rules Before You Start

You can organize an event, a pop-up, or an installation in a public space, but your activity must, under no circumstances, suggest an affiliation with the Games. The primary legal constraint is never to create a direct or indirect association with the Olympics without official authorization.

What Your Brand CAN Do On-Site

Here are the authorized activities for a non-sponsor brand:

• Set up a pop-up or immersive experience in a public location, with the required municipal permits.
• Offer an activation or event focused on winter, mountain, or lifestyle themes, without mentioning the Games.
• Use your visual identity, colors, sound, or thematic universe.
• Distribute samples or experiences without any link to Olympic symbols or messaging.

In practice, this allows you to create a unique experience around your brand while capitalizing on the resort's attractiveness and visitor traffic.

What Is Strictly Forbidden

Certain practices are strictly off-limits for non-sponsors:

• Use any Olympic Intellectual Property (IP): names, logos, Olympic rings, mascots, pictograms, etc.
• Imply an official partnership or endorsement. For example: "Official experience," "Inspired by the Olympics," "Celebrating Milano-Cortina 2026."
• Copy the Games' visual identity (colors, icons, athlete silhouettes).
• Feature Olympic athletes or officials for promotions (Rule 40 restrictions).

These rules are designed to protect official sponsors and prevent public confusion.

Key Considerations for Public Spaces

Even outdoors, commercial activities are regulated:

• Italy has specific anti-ambush legislation (Law 31/2020).
• Municipalities may create "clean zones" around competition sites, where all installations require strict approval.
• Installations must obtain the necessary municipal permits for site occupation, safety, noise, and setup.
• It is advisable to contact the city hall early to secure your location and understand local constraints.

Practical Pre-Launch Checklist

Before any activation, verify the following:

• Branding: No Olympic terms, symbols, or themes.
• Messaging: Neutral, with no reference to the Games.
• Visuals: Distinct from any Olympic identity.
• Permits: Municipal authorization confirmed.
• Communication: Neutral press and social media approach.

How to Stay Creative and Compliant

To ensure compliance:

• Use a generic, neutral message: "Winter Pop-Up Experience," "Dolomiti Lifestyle Activation," "Alpine Après-Ski Pop-Up."
• Avoid any reference to the date or the Games.
• Stick to your brand's visual identity, not the Olympics'.
• On social media or with influencers, avoid any implicit connection to the Games.

Create an Independent, Impactful Experience

Hosting a brand activation in Cortina during Milano-Cortina 2026 is feasible for non-sponsors, but it must remain a standalone experience, without any explicit or implicit link to the Games.

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