Behind Milan–Cortina 2026: Money, Cyberwars and the Business of Mega-Events - 5.2.2026

On this date, Live Nation’s strategic acquisition of ForumNet and ongoing preparations for the Milan-Cortina 2026 Winter Olympics dominate headlines, reflecting key themes in the evolving landscape of sports business and security. Some highlights from the news include Live Nation Entertainment's move to purchase ForumNet for approximately 90 million euros, which significantly enhances the company’s footprint in Italy’s live sports and entertainment sector as the 2026 events approach. Italian authorities have also been proactive in cybersecurity; they reported neutralizing Russian cyberattacks directed at Winter Olympics facilities, a reminder of the escalating need for security investments associated with major European sporting events. Turning to market updates, petitions such as "Ski Fossil Free" pressing the International Olympic Committee (IOC) to disavow fossil fuel sponsorships indicate growing pressure for sustainability among winter sports stakeholders. This comes as the IOC admitted facing logistical hurdles in preparing for the Milan-Cortina Games but remains optimistic about the event’s potential as a commercial platform. Salomon’s premium partnership with the Olympics exemplifies efforts to leverage this event for enhanced brand visibility and market engagement. In global scenarios, monitoring and governance frameworks around events like the Olympics are gaining weight. The European Olympic Committees appointed Swiss-based PACE as their exclusive marketing partner, aiming to maximize commercial opportunities for the European Games while navigating the complexities of rights and revenue in the evolving sports landscape. Additionally, a court ruling has placed constraints on Giro’s marketing claims in Italy, reflecting stringent compliance standards within the European sports market. From the international front, the European football scene remains robust, as evidenced by Deloitte’s findings of record revenue growth among top clubs, underscoring a continued upward trend across matchday, broadcast, and sponsorship streams. As security measures are enhanced with the establishment of a 24/7 central command hub for the Winter Olympics, the financial implications of such operations are noteworthy, showcasing the intricate balance between public and private investments in large-scale sports events. In summary, the commercialization of mega-events, alongside heightened security, governance, and sustainability considerations, marks a pivotal period for global sports, as stakeholders adapt to emerging trends and challenges on the horizon. Learn more about your ad choices. Visit megaphone.fm/adchoices