The Olympic Effect: Strengthening US-Italy Economic Ties through Milano Cortina

At the close of the Milano Cortina 2026 Winter Games, Aaron Pugliesi, Head of Advocacy for AmCham Italy, sat down with the Wilson Center to discuss how US businesses are leveraging the Games for strategic gains. 

What was AmCham Italy’s relationship to the Milano Cortina 2026 Winter Games?

Aaron Pugliesi: AmCham Italy supported American companies with a variety of issues throughout the Games. Some faced administrative challenges that threatened to compromise special initiatives with key stakeholders planned alongside the Games. Others required support in finding trusted local partners or venues on short notice. Additionally, several companies with high-level managers arriving from corporate headquarters looked to AmCham Italy to organize exclusive meet-and-greets at our offices.

How were the 2026 Winter Olympics a strategic opportunity for US businesses operating in Italy and internationally?

Aaron Pugliesi: Milano Cortina’s "diffuse model"—spanning Lombardy, Veneto, and Trentino—opened significant greenfield FDI opportunities. US firms contributed substantially to funding infrastructure legacy projects and financing the Games through sponsorships. Companies like Eli Lilly, Deloitte, and Coca-Cola earned immense goodwill from both Italian institutions and the public, successfully showcasing innovation and brand positioning to over two million visitors. 

Is there a specific sector of the U.S. business community in Italy demonstrated the most success in leveraging the Olympic platform so far?

Aaron Pugliesi: Technology infrastructure led the way. For example, HPE Juniper delivered venue connectivity across 16 Olympic sites, while Starbucks activated the "US Winter House" in Milan. These are just a few examples of companies that secured high-visibility contracts, blending Olympic branding with lasting 5G network legacy and Team USA engagement.

Did AmCham see an “Olympic effect” on the broader US-Italian economic and diplomatic relationship?

Aaron Pugliesi: There was an undeniable acceleration. Foreign Minister Tajani’s "sports diplomacy" doctrine aligns perfectly with AmCham Italy’s work. The global scale of the Olympics showcased effectiveness and pride, encouraging cross-border partnerships and transatlantic synergies that helped to counter trade frictions.

Personally, what aspect of these Games did you enjoy the most? 

Aaron Pugliesi: The Opening Ceremony in Milan was an elegant and inspiring exhibition of talent and skill. It was beautifully orchestrated and impeccably performed.