ITALY AND THE OLYMPIC SPIRIT: DATA FROM THE RESEARCH PROMOTED BY COCA-COLA ONE YEAR AFTER MILAN CORTINA 2026

Milan/Rome, 5 February 2025 – The Olympics are a sporting event followed with passion and curiosity by 7 out of 10 Italians, bringing together all generations and also conquering Generation Z (65%). This is one of the particularly impactful data that emerges from a national survey carried out by SWG[1] and promoted by Coca-Cola, the longest-lasting partner in the history of the Olympics, demonstrating how the Olympic Games have a special value also for the new generations, thanks to their spirit of shared celebration.

The research also explores the feelings underlying the approach to Milano Cortina 2026 as well as the values related to the Olympic Games, sport and its protagonists (whether they are athletes or torchbearers).

[1] Survey The Olympic Spirit of Italians: values expressed in %. Execution dates: 20-24 January 2025. Survey method: CAWI survey on a nationally representative sample of 1,500 subjects aged 18-74.

OLYMPICS AS AN OPPORTUNITY FOR THE COUNTRY BUT ALSO A MOMENT TO LIVE IN EVERYDAY LIFE

The survey confirms that Italians see major events as an opportunity to give visibility to the country and strengthen the sense of belonging. Ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games, which will start in just one year, 62% of Italians feel proud to host the Winter Olympics, while 59% recognize the power of these events in creating a feeling of national unity.

THE SIGNIFICANCE OF THE OLYMPIC GAMES AND THE JOURNEY OF THE FLAME THAT ENVELOPS ITALY

The Olympic Games evoke deep emotions, with a strong sense of admiration (52%) and pride (37%). And Gen Z shows a significant emotional connection with the Olympics: almost 1 in 2 say they felt a sense of belonging in the face of iconic moments such as the parade of athletes' delegations and the lighting of the Olympic Flame.

The journey of the  Olympic Flame, which will take place in Italy from 6 December 2025 in Rome to 6 February 2026, the day of the opening ceremony in Milan, is perceived by 2 out of 3 Italians as an opportunity to connect all the local communities involved, even those furthest from the places that will host the Winter Olympic Games.

THE ROLE OF ORDINARY PEOPLE: THE OLYMPIC GAMES BELONG TO EVERYONE

One of the elements most felt by Italians is the value of collective participation in the Games. The role of torchbearers, in fact, is perceived as an opportunity to make the Olympics an inclusive experience. Italians would like to see the torch carried by ordinary people with extraordinary stories or by young people, a symbol of hope for the future. But there is no lack of desire to participate in the first person: among the most passionate, 21% would go so far as to propose themselves as a torchbearer, experiencing a moment that would represent the realization of a dream and a source of pride.

SPORT AS A TOOL FOR INCLUSION AND OVERCOMING DIFFERENCES

In this context, cheering also takes on a special value: in fact, we hope for a victory for Italian athletes, but also for the recognition of a champion, regardless of nationality. For 8 out of 10 Italians, values such as respect, solidarity and perseverance are supported, contributing to the construction of a fairer society. Education in Olympic values is perceived as a resource to address social challenges and promote cohesion and integration. 84% believe that adherence to Olympic values could foster social inclusion, making sport a concrete engine of change. This vision is also reflected in the idea of the ideal sportsman, whom Italians identify as a loyal person who knows how to compete with respect but also set an example off the pitch.  

"For almost a century, Coca-Cola has been alongside the Olympic Movement, sharing its fundamental values and promoting sport as a tool for inclusion, aggregation and social inspiration," says Luca Santandrea, General Manager Olympic and Paralympic Games Milano Cortina 2026 of Coca-Cola. "The values that emerged from this research deeply reflect those that have always guided Coca-Cola. The Olympic Games are not just a great sporting event, but a moment of authentic connection between people. With Milano Cortina 2026 we want to strengthen this historic bond, involving the entire country in a unique and memorable celebration"

^{[1] Survey The Olympic Spirit of Italians: values expressed in %. Execution dates: 20-24 January 2025. Survey method: CAWI survey on a nationally representative sample of 1,500 subjects aged 18-74.}