Milan, November 24 (Adnkronos) – Coca-Cola, Presenting Partner of the Milan Cortina 2026 Olympic Flame Journey, unveils the activations that will make this event a unique and memorable moment, in the name of the values of sport, music and sharing. Starting December 6, for 63 days, the Olympic Flame will traverse Italy, connecting regions, cultures and peoples, allowing everyone to experience the values espoused by Coca-Cola and the Olympic Movement.
Throughout this extraordinary journey, Coca-Cola is committed to delivering authentic and engaging moments for local communities, to turn the wait for the Olympics into a moment of collective participation.
At 20.30 on December 5 Coca-Cola Music Fest – Journey of the Olympic Flame will light up the Stadio dei Marmi in Rome, Italy’s temple of sport: a free concert, a celebration of music, sport, emotions and Olympic values, accessible to everyone, to bring to life a collective tribute to the extraordinary journey that will carry the Olympic Flame throughout Italy. Mahmood, Noemi, The Kolors, Tananai and Carl Brave will take turns appearing on stage in a unique show that combines entertainment, sporting passion and national pride, marking the beginning of a symbolic journey destined to unite the entire country.
”With this evening – underlined in the notes – Coca-Cola wants to offer unique emotions, create unforgettable moments and celebrate the Olympic values that unite and inspire Italy”.
“The Milan Cortina 2026 Olympic Flame Journey is a journey that speaks of real connections: bringing together stories, regions and people, turning the anticipation of the Olympic Games into an experience that belongs to everyone. An extraordinary journey to make an entire country experience the values of the Olympic Games” said Luca Santandrea, General Manager of Coca-Cola’s Milan Cortina 2026 Winter Olympic and Paralympic Flame. “Also thanks to the events that will enliven Italy in the coming weeks, and to the torchbearers we have helped select, we want to make it a moment of active participation, close to its people, cities and communities. Since 1928 together with the Olympic Movement, Coca-Cola has continued to believe in the power of sport as a universal language capable of uniting communities and inspiring new generations. We want every stage to be an opportunity to celebrate Italy in its authenticity, bringing energy, positivity and a sense of collective belonging.”
Coca-Cola accompanies the Journey of the Olympic Flame by selecting torchbearers who are able to convey different messages: social commitment, sports, music and pop culture; each of them embodies a unique way of life and conveys Olympic values, showing how passion, determination and inclusion can inspire and unite people.
In the world of music, there are names like Noemi, a singer with a unique voice who is able to transmit strong feelings and empathy through her songs, Stash, frontman of The Kolors, a group that makes music a universal language that creates connection, belonging and community, and Mahmood, an example of determination, authenticity and integration that is able to inspire millions of people.
In the world of entertainment, some of the protagonists of Italian pop culture include Benedetta Parodi and The Jackal. Among the most beloved and representative Italian athletes are Simone Barlaam, Myriam Sylla, Deborah Compagnoni, Ivan Zaytsev, Mara Navarria and Ciro Ferrara.
Alongside them, there are entities that are symbols of civic commitment and social cohesion, such as the Food Bank, the Italian Red Cross, Junior Achievement, the Italian Union of the Blind and Visually Impaired, and Marevivo, which show how the Olympic Spirit can be a real opportunity to increase solidarity, collaboration and social commitment.
Through this heterogeneous selection, Coca-Cola celebrates a journey of values and stories, which unite people, passion and region, leaving a legacy of social and humanitarian impact, based on collaboration, inclusion and sharing.
“The moment has come: one of the most important phases of the Olympics is about to begin. The Journey of the Flame, an exciting and meaningful project, is ready to involve the whole country and bring magic to every community. Thanks to the support of Coca-Cola, the Journey is now universally recognized as a symbolic moment of celebration and celebration. This Italian experience will be an unprecedented, authentic and special experience: a bridge between sport and region, a tribute to the traditions and uniqueness of a country loved all over the world for its culture and history. They will make it 63 days of extraordinary emotions that will remain in the memory forever. A journey a sensation that will be revealed to the maximum on February 6, when the spotlights will turn on to start the Ceremony that will kick off the greatest sporting event in the world” comments Maria Laura Iascone, Ceremony Director of Milano Cortina 2026.
The Coca-Cola truck will be one of the most iconic elements of the Milan Cortina 2026 Journey of the Olympic Flame: a traveling experience of light, sound and movement that will accompany the torchbearers along the route, igniting public enthusiasm and turning each stop into a moment of collective celebration.
This truck is inspired by the design of vintage Italian cars, a symbol of style, elegance and craftsmanship. Thanks to dynamic LED screens, light installations and a high-impact audio system, Convoy will transform each arrival of the Olympic Flame into a collective celebration, headlined by more than 80 people including Brand Ambassadors, DJs and MCs who will engage the public in increased music, energy and participation.
Coca-Cola Village will be the dynamic epicenter of this story: an open, inclusive space where music and food meet to create a collective and exciting celebration. Every night, in each city there will be a real show, a series of activations designed to ignite public enthusiasm and celebrate the arrival of the Olympic Flame.
During the ride and at Coca-Cola Village, mini aluminum cans of Coca-Cola Original and Coca-Cola Zero Sugars will be distributed. Waste collection will be managed in collaboration with CiAl – the National Aluminum Packaging Consortium, thanks to special vehicles present in the convoy and also inside the Coca-Cola Village during the city celebrations that will be held at the end of the day in the various host cities.
As part of its social commitment ahead of the Milan Cortina 2026 Olympic and Paralympic Winter Games, Coca-Cola will collaborate again with Banco Alimentare: during the City Celebration, you can enjoy delicious pizza accompanied by Coca-Cola and support the organization’s activities with a donation.
There will also be a Powerade Sports area, an interactive space designed to celebrate and immerse yourself in the world of Olympic and Paralympic sports: a place to have fun, experiment and capture moments, breathing in the energy and adrenaline of sports competition in a friendly and inclusive atmosphere.
“The Journey of the Olympic Flame is a unique opportunity to celebrate the Italian movement together: the city, the people, the spirit and the culture that meet and recognize each other. With this project we want to transform the anticipation of the Olympic Games into a participatory experience, accessible to everyone and close to the community, where music, sport, food and iconicity intertwine to produce new moments of sharing. This is the spirit with which we accompany the country towards Milano Cortina 2026.” comments Andrea Bombrini, Marketing Director for the Olympic and Paralympic Winter Games Milano Cortina 2026 from Coca-Cola.
A collective experience that unites Italy and its regions, because each person, with their own story, can become an ambassador of hope and inclusion. According to SWG research for Coca-Cola1, two out of three Italians view the Olympic Flame Journey as an opportunity to connect local communities across the country, bringing together different experiences, interests and identities.
”For Coca-Cola – an important note – this moment also represents an opportunity to strengthen the deep ties that have united it with Italy and its people since 1927. The company’s strength lies in its ability to leverage the uniqueness of the regions and communities in which it operates, building an authentic local identity within a global vision. A model developed in Italy starting from the first Coca-Cola bottled in Rome in 1927, bringing to life a shared growth story with a widespread presence from North to South Italy, factories and offices in 7 Regions, and an exclusive sales force spread across all regions”.
