AC Milan Activates Non-Matchday Content Around Milano Cortina 2026 Hosting Role.

Roger Hampel

Image: AC Milan

AC Milan have released a new city-facing brand activation ahead of the Milano Cortina 2026, positioning the club as a cultural and sporting ambassador of Milan in the build-up to one of the world’s largest multi-sport events.

The “Welcome to Milan” video, distributed across AC Milan’s official channels, frames the club as an integral part of the city’s international identity at a time when Milan is preparing to host the Opening Ceremony of the Winter Olympic Games at San Siro.

Club as a Platform for City and Event Branding AC Milan

Rather than promoting a commercial partner or a matchday product, the activation aligns AC Milan’s brand with city positioning, cultural identity and mega-event readiness. The content highlights Milan’s role as a host city through everyday imagery, local symbolism and the participation of both male and female first-team players.

The activation also features Zlatan Ibrahimović, who is set to take part in the Olympic torch relay. His inclusion follows a similar role previously undertaken by Massimiliano Allegri and serves as a symbolic bridge between elite football and the Olympic movement.