Gianni Frasson, president of the Sportsystem Foundation, outlines the strategy for the upcoming Milan-Cortina Winter Olympics. Initiatives are already underway and will continue right up to the event itself
“The Milan-Cortina 2026 Winter Games are a momentous occasion, not just in terms of media exposure but also, crucially, for the economic benefits they will bring to businesses in the sector”, says a confident Gianni Frasson. The president of the Sportsystem Foundation is clearly enthusiastic about what is arguably the world’s most important sporting event. For the Veneto and Trevigliano area (bordering Belluno), this marks a special anniversary: the Winter Olympics return to the Dolomites 70 years after the legendary Cortina d’Ampezzo Games in 1956, the first Olympics ever to be held in Italy. (Four years later, Rome hosted the Summer Games). Scheduled for February 6-22, 2026, these Games will be the third Winter Olympics to be held in Italy, following the Turin Games in 2006.”
“President, how important are the 2026 Winter Olympics for your district?”
“They’re absolutely vital. We’re talking about a truly global event, with spectators and TV audiences from every corner of the world. The Games will give our region incredible exposure that will last for years to come. We’re determined to make the most of this opportunity, knowing how rare it is. Think about it: a mountain region might only host the Olympics once, maybe twice, in a century. We have two major advantages here. Firstly, the Montebelluna district has a long and proud history of producing skis, boots, and sporting goods. In fact, we manufacture around 70% of all winter sports equipment worldwide, used by everyone from Olympic champions to weekend enthusiasts. Secondly, we’re practically on the doorstep of the main action, with Cortina less than 150 km away.”
“How are businesses in Treviso preparing for the Games?”
“They’ve been gearing up for years now. The Olympics are simply too big an opportunity to miss when it comes to showcasing our excellence and potential. Throughout 2025, companies will be launching their flagship products, featuring cutting-edge technology borrowed from the automotive and aerospace industries. Take ski boots, for example. It’s no longer just about aesthetics, design, and sustainability. Performance and comfort have already reached incredible levels, but we’re pushing the boundaries even further. I’d also like to highlight the growth of our local mountain resorts. Less snowfall in recent years has encouraged investment in increasingly luxurious hotels and facilities, complete with spas and wellness centers. At the same time, our companies are developing high-performance footwear for walking and enjoying the mountains year-round, even with limited snow.”
“Who are you specifically targeting with these top-of-the-line products?”
“Everyone, without exceptions. Winter sports are hugely popular in Scandinavian countries and the Alpine regions bordering Italy, not to mention the US and Canada. We already have a presence in these markets, and we’re looking to expand our reach even further. However, with the Olympics approaching, we also need to make a strong push into emerging markets, particularly in East Asia. While winter sports are still relatively niche there, participation is growing steadily, as is the number of tourists visiting our mountains for winter holidays.”
“What role will the Sportsystem Foundation play in the lead-up to the Games?”
“We’ll be taking a leading role in coordinating efforts, bringing together our members, other companies, and everyone involved in the industry. We’ve been preparing for the Games for some time now. In 2024, we organized a series of meetings and conventions, spearheaded by Alberto Zanatta, the entrepreneur behind Tecnica Group. He chaired two major events in Belluno and, most notably, in Montebelluna, where we held a very successful forum. We’ll also be promoting a number of initiatives at the Museum of Ski Boots and Sports Footwear, which is a real jewel in our crown and a major attraction. It was founded in the 1980s by visionary entrepreneurs who led iconic brands like Diadora, Lotto, and Tecnica. I took over as president two years ago with a clear vision: the Foundation should be more than just a museum; it should actively promote the expertise of our region through training programs, meetings, events, and networking opportunities. Our goal is to grow together, embracing new technologies and engaging with young people, who represent the future of the footwear industry, whether it’s sports, fashion, or luxury.”
“What are your plans for communication and advertising at the 2026 Olympics?”
“In terms of communication, we’ll be assembling a dedicated team to leverage all available channels and harness the power of technology, including social media. However, we do have some concerns about the cost of advertising, which is understandably high for an event like the Olympics. The Foundation’s resources will be focused on organizing events, and likewise, local businesses won’t be able to compete with the massive advertising budgets of international corporations. This is an issue we’ve already raised. We believe the Veneto Region should establish a task force, perhaps with support from the province and, crucially, the national government, to bring together all the companies in the sports system under one umbrella.”
“Looking ahead, how important will collaboration be between the different players in the business community?”
“It’s absolutely essential. We’re recognized as the global capital of sports footwear, and we’re one of the leading regions in Europe in terms of the number of products, companies, and employees in this sector. Every day, we welcome industry leaders and technical experts from all over the world to the Montebelluna district. They come here to learn, share ideas, and benchmark their own practices against ours—it really reinforces our position as a leader in the field. Another key advantage is the proximity of all the related industries. You could practically get around by bike to source materials, components, and expertise. It takes around a hundred different processes to make a shoe! Visitors from the US and Canada are always amazed by how interconnected our industry is. It’s a real asset that we need to nurture and protect—an opportunity we can’t afford to miss. The Foundation plays a crucial role in bringing together businesses, not just in footwear, but across different sectors, to collaborate and innovate.”
“How would you describe your commitment to sustainability?”
“We’re pursuing a multi-pronged approach. We’re keeping our members informed about market demands, including the latest technologies that will shape the future. We’re also encouraging partnerships between companies to ensure that everyone embraces the principles of sustainability, both here in Italy and on a global level. This will be crucial for complying with international regulations, which are becoming increasingly strict. The Foundation has been commended by our members for facilitating dialogue on sustainability. We recently brought together a dozen companies to discuss shared interests and concerns—something that’s never been done before.”
“What are the biggest challenges facing you in terms of sustainability?”
“First and foremost, we want to ensure full compliance with all regulations. We’re also proactively anticipating future requirements from the European Union. Our main goal is to create a unified approach to sustainability, avoiding duplication of effort and unnecessary costs for individual companies. We don’t want every company to have to commission separate studies, hire lawyers, and bring in consultants. The Sportsystem Foundation isn’t a commercial enterprise; our role is to share knowledge and expertise for the benefit of the entire region. We’re taking the lead on developing a comprehensive sustainability strategy, putting aside individual interests to achieve a common goal. This will significantly reduce costs, allowing each company to tailor the final stages of the project to their specific needs and capabilities. We don’t receive much government support—and I say that without any criticism intended—so we must drive progress ourselves. We need to equip our region with the knowledge, experience, and opportunities to succeed. Ultimately, we are responsible for our own destiny and for maintaining our position as a global leader.”