Winter Olympics 2026. Photo: HelgaQ / Shutterstock Popular sports such as football and tennis, and music competitions that attract large audiences, have become increasingly attractive to global airlines. Many have become official sponsors or partners and are providing special liveries to promote the respective teams or events.
This is also the case for Italy's flag carrier, ITA Airways, which has recently marked the Milan Cortina 2026 Olympic and Paralympic Winter Games with an important partnership brought to life through a series of projects that reflect what travel and sport have in common.
ITA Airways. Photo: SHUTTERSTOCKThe airline, which is the official air carrier for the XXV Winter Olympic Games, has created a special snow-themed livery for the Olympics featuring its signature blue opening into the sky, a sign of connection between people, places, and emotions.
"There are journeys that take shape long before you get on board. They are born from something that pushes you forward. And no matter where you’re starting from: if this winter is that feeling that’s taking you to the Winter Olympic and Paralympic Games Milano Cortina 2026 then it’s your journey, too", said the airline's Facebook message.
"Mountains, snow, ice, and suspended jumps express movement and energy", further says the company website. Emiliano Ponzi was chosen to create the illustrations focusing on the instant that defines an athlete’s journey, explains the company.
"A few seconds that encompass years of dreams, sacrifice, and passion," added the airline, explaining that travel works in much the same way, as you step on board with an idea or a hope, and you arrive with a memory shaped by everything that happened in between. "You board with a dream and land with a story to tell."
This same vision inspired the new book by Emiliano Ponzi dedicated to the Milano Cortina 2026 Olympic and Paralympic Winter Games. It is a visual journey made of form, rhythm, and movement, where sport and art speak to each other without explanation.
The experience continues on the ground with SKYWAY, an installation created to accompany this shared journey by setting foot into an open space where sound, motion, and speed guide the experience. The feeling is familiar, like a plane lifting off or an athlete pushing toward the finish, explains ITA Airways. SKYWAY can be visited in Milan, in Piazza San Carlo, until March 15.
On board, passengers can also get a preview of the Milan Cortina 2026 Games. Business Class travelers on international flights of up to three hours can enjoy the special “Flavours at High Altitude” menu. Inspired by Alpine cuisine, it highlights seasonal ingredients and traditional recipes with a modern touch.
The same menu is available on the ground at the Hangar Lounge in Rome Fiumicino and the Runway Lounge in Milan Linate.