'United by Passion’: Esselunga’s Winter Olympics partnership

The Milano Cortina 2026 Winter Olympic Games concluded on Sunday, having brought fans from around the world to northern Italy for a sparkling showcase of winter sports.

As an official partner of the Games, Milan-based retail chain Esselunga puts on an impressive display of its own, with a range of effective and inspiring promotions including in-store activations, TV advertisements, special store openings, and its temporary exhibition space.

‘Casa Esselunga’ highlights history and culture

The centrepiece of the partnership is ‘Casa Esselunga’, an exhibition space in the courtyard of Sforza Castle, situated in the heart of Milan. Open throughout the Olympic and Paralympic games, the space proudly promotes combined artwork using the store’s logo and the style of the games.

An installation demonstrates the intertwined nature of the retailer’s history with that of Italian winter sports and the city of Milan, tracing it back to 1956, when the games were first hosted in Italy. An original Esselunga pricing list, dating from 1963, is displayed to highlight its rich past.

Athletes’ experiences are showcased in the gallery; interior and exterior installations are designed to signify the fluctuating nature of their successes and setbacks, while another display uses Esselunga’s iconic yellow trolleys to highlight the importance of food and nutrition in sport.

Visitors can also leave with souvenirs to remember the experience, with tote bags, customisable postcards, and ‘Focaccina’ plushies available on-site.

Celebrating the Games in-store

The partnership extends beyond just the exhibition space, as it is also being activated in-store.

We visited Esselunga Via Ripamonti in Milan where imagery of the Games is present throughout. Shoppers are greeted at the entrance by Tina and Milo, the stoat mascots of the Winter Olympics and Paralympics, and decorations are displayed across ceilings, lifts, and windows.

Outside of the decor, this partnership allows Esselunga to promote official merchandise of the Games. The store features several bays of licensed apparel produced by the winter sports brand Salomon, including hats, neck-warmers, and bags featuring the Milano Cortina logo. Regular customers will have access to discounted prices for these by trading stamps or points through the ‘Fidaty’ loyalty scheme, which has a penetration of over 90%.

The retailer has even created its own limited-edition merchandise, redesigning its classic yellow shopping bag with a logo inspired by the art style of the Games. These are highlighted with a stand-alone display and the slogan ‘bring passion with you’.

Spanning the full reach of the Games, it also operates its ‘Le Eccellenze di Esselunga’ premium format in Cortina D’Ampezzo, the picturesque host town in the Tofane mountains. This format offers unique, high-quality ranges including deli products, a patisserie, and fine wines, as well as a focus on a luxurious store experience.

A Champion of Italian Sport

The retailer also sponsors the ‘Esselunga Team’ which includes 14 Italian Winter Olympians and Paralympians, including speed skaters Arianna Fontana and Davide Ghiotto, who both won gold in Milan. In preparation for this year’s Games, Esselunga partnered with Sky Sports to create a docuseries delving into the careers of five of these athletes.

Outside of professional sport, the retailer has committed to supporting local sports initiatives through its ‘Amici di Scuola e dello Sport’ (Friends of School and Sport) programme. This includes gifting authentic podiums used for Milano Cortina to amateur sports groups, whilst auctioning off others and donating the proceeds, aiming to preserve the inspiring legacy of the Games.

Powerful promotions and emotive connections

Esselunga has taken the opportunity afforded by this partnership and its strong brand legacy in the region to exceed what is usually expected of retailers, creating meaningful activations that will allow it to form emotive connections with its customers. Its tasteful, evocative installations convey history, quality, and excitement for both the retailer and the Winter Olympics; these are feelings that will leave a lasting effect on its shoppers, helping to build engagement and loyalty.

Additionally, its support of both professional and amateur Italian sport, at a time where its visibility is as high as ever, powerfully boost its aims to celebrate Italian excellence and promote healthy, active lifestyles.

Retailers aiming to create meaningful partnerships around seasonal events should follow Esselunga’s example and tap into the culture and emotions that inspire their customers.

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