European vehicle manufacturing giant Stellantis has become the latest official partner of the upcoming 2026 Winter Olympic and Paralympic Games.
Stellantis, owner of Italian car brands Alfa Romeo, Fiat, Lancia, and Maserati, will sponsor the event, which will take place in Italy jointly hosted by the city of Milan and resort town Cortina, d’Ampezzo.
Go deeper with GlobalData
A fleet of cars from that range of brands will be provided to the games’ organizers to ensure the smooth delivery of the event.
Additionally, as automotive premium partner, the four brands will also gain branding presence across the showpiece event.
Speaking on the partnership, Milano Cortina 2026 chief executive Andrea Varnier stated: “The service and representation vehicles will cover a significant portion of the internal transportation needs. The Italian brands of Stellantis have played a pivotal role in Italy’s international success, making the country a global player in the automotive industry.
“We recognize and appreciate Stellantis’ commitment to technological innovation and Italian design, which align perfectly with the spirit of our Games. This collaboration further confirms the interest of major companies in being part of a historic sporting event that will bring unprecedented visibility to Italy."
Stellantis becomes a premium partner of the event, a partnership tier second only to the Worldwide Olympic TOP partners.
For Milano Cortina 2026 the premium partner tier is made up of iconic Italian brands such as electricity and gas suppliuer Enel, energy company Eni, state-owned railway company Gruppo FS, national mail service PosteItaliane, and additionally French mountain sportswear brand Salomon.
On top of this, Italian brands such as EA7 Emporio Armani, Esselunga, Fiera Milano, Grana Padano, Kiko Milano, TIM, and Prosecco DOC will also support the winter Olympics as regular tier partners and sponsors.
The 2026 Winter Games are less than 365 days away and On Location, the games’ first official hospitality provider, recently revealed ticketing packages for the event, launching a hospitality program that covers flights, hotels, transport, event tickets, meet & greets, and more.
