Cejih’s Milan Cortina 2026 Recap
Why You Have to Be ‘In The Market’
When I touched down in Milan on Monday for the 2026 Winter Olympic Games, I honestly wasn’t sure what I was walking into. My experience at the Paris 2024 Games had set such a monumental bar for atmosphere, execution, and cultural integration that I wondered if Milan could live up to the hype. But after a whirlwind week on the ground, I can confidently say: Milan didn't just meet the standard—in many ways, it exceeded it.
For agents, brand managers, and anyone serious about the business of sports, there is a simple truth that this week reinforced: You have to be in the market. You have to be where the action is. There is simply no substitute for the energy, the serendipitous connections, and the deal-flow that happens when you are physically present at the Games.
Here is my look behind the curtain at an unforgettable week in Italy.
The 90% Rule: Just Show Up
I landed on Monday, checked into the hotel, and faced the usual travel dilemma: nap, gym, or go? I had no set plans for that first night, but almost immediately, the messages started coming in. I skipped the workout to shake off the flight and headed straight to the Milano Ice Park.
Within hours of landing, I was sitting trackside for the Women’s 1000m Speed Skating final. I found myself seated next to friends and contacts from On Location and Elevate—people I had originally met during the Paris Games.
For those outside the industry bubble, these are two massive players you need to know:
On Location is the company responsible for all hospitality packages and suites for the major sporting events in the world. Whether it is Milano Cortina 2026 or LA 2028, they are the ones curating the high-end experiences that brands and VIPs rely on.
Elevate operates as a major marketing agency that essentially serves as the "agent for brands". Just as athletes have agents to represent their interests, large brands need specialized representation to navigate the complex world of sports sponsorship and activation.
Sitting there with them, watching Jutta Leerdam take the win and Jordan Stolz skate, we were able to discuss real-time opportunities in hospitality and brand partnerships. That night was a reminder of my golden rule for this industry: 90% of the work is just getting yourself into the right room. People want to connect. They want to find ways to work together. If you are there with an open mind and a positive attitude, the opportunities present themselves.
Inside the Athlete Village: Brands, Meditation, and Snoop
On Tuesday, I had the rare privilege of getting a tour inside the Athlete Village. Access here is incredibly tight, but thanks to some industry friends, I was able to get a look at how major global partners—Samsung, Alibaba, Google, Coca-Cola—were activating.
It was fascinating to see how these brands tailored their experiences for the athletes:
Corona Cero: This was the biggest surprise. When you think of a beer sponsor, you think of a party. Instead, Corona leaned entirely into wellness. They built a sanctuary with a meditation room and mindfulness coaches. I actually sat for a one-on-one session with a coach—a much-needed 10-minute reset in the middle of a chaotic week. It was a brilliant, on-brand pivot for a non-alcoholic product.
Coca-Cola: They set up a kiosk that printed your face directly onto a Coke can. I jumped in line, and despite my goofy smile, it was a fun, personalized souvenir that proved that high-touch engagement wins every time.
As I was leaving the Village, I stopped to take a quick photo by the Olympic Rings. Suddenly, a wall of security and cameras swept through. In the middle of it all? Snoop Dogg. I managed to snap a quick selfie with him in the background before the security wave carried him off to his next event. It was one of those "only at the Olympics" collisions of pop culture and elite sport.
The Melting Pot: Ralph’s and USA Winter House
One of the absolute highlights of the trip was a dinner at Ralph’s Bar, located inside the Ralph Lauren store. We had a table of about 15 people, a true cross-section of the industry: stakeholders from planning committees, brand reps, and agency folks. The food and service were world-class (Milan hospitality is undefeated), but the real value was the conversation. It was a melting pot of perspectives, all focused on how we elevate the athlete experience.
The Power of the ‘House’ Strategy
I also spent significant time at the Milan 2026 Winter House, a unique collaboration between USA Speed Skating, Figure Skating, and Hockey. It served as the central hub for Team USA, and it was buzzing.
Walking in, I was immediately introduced to Apolo Ohno and Kristi Yamaguchi. For me, this was a special moment. I grew up in Washington state, just like Apolo, and to see two Asian-American icons who have done so much for Team USA was inspiring. It was a reminder of the legacy we are trying to build upon at CG Sports.
For those unfamiliar with the concept, an "Olympic House" isn't just a party venue—it is a strategic asset. In Milan, the Winter House (a unique collaboration between USA Speed Skating, Figure Skating, and Hockey) served as a central hub for athletes, families, and industry heavyweights. Investing in a house or securing access isn’t just about having a place to grab a drink; it is about proximity and deal flow. These houses are the few places where the barriers between athletes, agents, and brand executives completely dissolve. You aren't pitching in a boardroom; you are building relationships over coffee with a gold medalist or sharing a couch with a CMO.
For brands, the ROI comes from this exclusive access—the ability to activate in a high-emotion environment where stakeholders are most receptive. In a fragmented landscape like the Olympics, the House is the anchor, and being there ensures you are part of the conversation rather than just an observer.
The Spectacle and The Scale
You cannot come to the Games and not be a fan. Watching Jordan Stolz win gold in the Men’s 1000m live was electric. Speed skating is incredibly spectator-friendly, and the energy in the building was intense. From a business perspective, I see a lot of parallels between speed skating and swimming—there is massive untapped potential to grow the athlete portfolios in this sport over the next few years.
I also toured the International Broadcasting Center (IBC). It is hard to describe the scale of this place to someone who hasn’t seen it. Picture an aircraft hangar filled not with planes, but with servers, monitors, and thousands of people. Seeing the teams managing the feeds from thousands of cameras gave me a profound appreciation for the "movie magic" that brings these moments to your living room.
Decompressing with the "Quad God"
By the end of the week, after the adrenaline of hockey games and a late night at a karaoke bar (which I definitely felt the next morning), I took some time to explore the city. I did a little shopping in the fashion district—when in Milan, right?—and soaked up the local culture.
My final night was spent back at the Winter House, this time hanging out with the figure skating team, including Ilia Malinin, the "Quad God" himself. It was refreshing to see these athletes, who carry the weight of the world on the ice, just relaxing. We played Flip Cup (with water!) and just let loose. It was a grounding reminder that behind the medals and the marketing, these are just young people enjoying an extraordinary moment in their lives.
The ROI of Experience
Leaving Milan, I feel energized. The start of the year is always a grind, but this trip was the battery recharge I needed. We also made a concerted effort to document the "behind the scenes" of the trip on social media, applying lessons we learned in Paris, and the engagement has been incredible.
My takeaway for our clients and partners is clear: The Winter Olympics are vibrant, valuable, and open for business. I’m coming home ready to expand our work in this space and keep CG Sports right where we belong—in the center of the market.
See you in LA 2028.
