The Regional Council of Lombardy has approved, on the proposal of the Councillor for Tourism, Territorial Marketing and Fashion Barbara Mazzali, the project “The heart of the Winter Olympic and Paralympic Games Milano – Cortina 2026”.

“The basic idea of ​​'Olympic Hearts',” President Fontana and Councillor Mazzali explain, "is to connect the territories in a year-long journey, to discover the peculiarities and excellences of Lombardy. The project will touch all the territories, culminating with the great event of the Winter Olympic and Paralympic Games Milano-Cortina 2026, which will take place from 6 to 22 February 2026".

Municipalities protagonists

"Lombardy is preparing to experience and celebrate the excitement of the Winter Olympic and Paralympic Games Milano-Cortina 2026 with a project that unites territories, values ​​and tradition," explains Councilor Mazzali, who holds the delegation for Major Events.

With the initiative “Olympic Hearts” we make all the capital cities protagonists, which, through a symbolic relay, will tell the story of the excellence of our region, enhancing its uniqueness and tourist attractiveness.

"It is an extraordinary opportunity to show the entire world the strength of Lombardy as a beating heart of culture, innovation and hospitality." continues Mazzali.

Unitary and innovative narration

The project, which is part of Pillar 6 of the Regional Strategic Programming of the XII Legislature, aims to promote Lombardy through a innovative storytelling which connects the Olympic 'venues' to the territories, creating a bridge between sports, culture and tourism.

"The provincial capitals become 'Olympic Hearts', places to visit in an ideal map of approach to the Olympic Games Milano-Cortina 2026" adds Mazzali. "It will start on March 9, 2025 from Brescia to cross all our 12 provinces of Lombardy, which with their beauty will be able to appear on the world stage of the Great Olympic event".

Accompanying path

Objective of the project is promote the whole of Lombardy through a story that, starting from the events organized by the capital cities thanks to a symbolic relay, will connect the Lombard Olympic venues.

The events will be an opportunity to:

• Promote the territories not directly affected by the Games, celebrating Olympic values;
• Telling the Region Between Tradition and Innovation;
• Promote the regional experiential tourism offer;
• Engage the local stakeholders.

Events calendar

Here is the calendar with places, events and dates:

• Brescia: BAM – Brescia Art Marathon, March 9, 2025
• Pavia: Half Marathon Run Battle of Pavia, March 30, 2025
• Lodi: Laus Open Games, XIX edition, 9-11 May 2025
• Cremona: Festival on the Po, 17-18 May 2025
• Mantova: Mincio Marcia, June 7, 2025
• Varese: It's Go with the Heart, July 5, 2025
• Lecco: Discovering the Piani d'Erna, August 30, 2025
• Monza: Monza Fuori GP, 4-7 September 2025
• Bergamo: Millegradini, 20-21 September 2025
• Sondrio: Autumn in Sondrio City of Wine – Wine Trail Family, 8-9 November 2025
• Como: Como Lake Half Marathon, December 7, 2025

Economic endowment

The overall financial endowment of the project amounts to 480mila euros, with a contribution of 40mila euros for each capital city.

These resources may be increased, allowing for greater coverage and additional opportunities for the territories.

An opportunity for the Lombardia Style brand

"This project is not just an event" Mazzali clarifies, "but a strategy to position Lombardy as a leading destination, through tourism, sport and major events".

With 'Cuori Olimpici' we build a story that enhances the brand Lombardy Style, capable of attracting not only visitors, but also investments and opportunities for our territory.

The planned events will represent a moment of sporting celebration e an opportunity to enhance Lombardy's reputation in the world, strengthening territorial marketing policies and the value of our heritage.