As the world turns its attention toward the Olympic and Paralympic Winter Games Milano Cortina 2026, the World Federation of the Sporting Goods Industry (WFSGI) is gearing up for its second edition of Road to the Games, a pioneering marketing framework for athlete-first storytelling before, during and after Games time run in collaboration with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC).
The Road to the Games enables eligible brands to celebrate their sponsored athletes’ and National Olympic Committee (NOC)/National Paralympic Committee (IPC) teams’ journeys in authentic, non-commercial ways — amplifying their stories across predominantly digital channels — while strengthening engagement with younger fans and promoting the Olympic and Paralympic values of inclusion, perseverance, and unity.
Building on insights from the Road to Paris pilot project in 2024, which united the IOC, IPC, and 17 leading sports brands to celebrate more than 4,000 athletes across 125 countries, generating 3 billion engagements — this next phase at Milano Cortina represents a continuation of that success.
