Growing Interest in the Milan-Cortina 2026 Olympic and Paralympic Games

Increasing Enthusiasm for the Milan-Cortina 2026 Games

A study conducted by Loyalty Marketing Co., Ltd. (LM), which manages the Ponta common point service, has revealed encouraging trends regarding public interest in the upcoming Milan and Cortina d’Ampezzo Winter Olympics and Paralympics, set to unfold in 2026. Conducted from October 31 to November 7, 2025, the survey included responses from 20,643 participants ranging from teens to individuals over 70, gathering insights into their preferences and viewing intentions.

Key Findings

The survey highlighted several fascinating insights into viewers’ habits. For instance, 46.1% of respondents reported having watched the Beijing 2022 Winter Olympics and Paralympics, showcasing a solid history of Olympic engagement among the population.

When asked about their plans for watching international sporting events, participants indicated a clear preference, with the Olympic Games topping the list, followed by the World Baseball Classic (WBC) and the FIFA World Cup.

Interest in the Milan-Cortina Games

The survey also gauged interest specifically in the forthcoming events,
revealing that 57.7% of respondents expressed interest in the Olympics while 35.1% were inclined towards the Paralympics. Notably, nearly 60% of participants conveyed a strong intention to watch the Olympics, with higher interest observed among older demographics. For the Paralympics, around 40% of respondents showed similar enthusiasm.

Reasons for Viewing Preference

Delving into the motivations behind the desire to watch these events, the survey delineated clear reasons: the foremost being the wish to support the Japanese representatives, followed closely by the excitement around a major event that occurs every four years, and the opportunity to witness elite athletes' performances in action.

Highlighted Sports and Their Appeal

This interest in the upcoming Games also translated to specific sports, with figure skating emerging as the most anticipated event for the Olympics. Ski jumping and speed skating held the second and third ranks, respectively. Meanwhile, in the Paralympics, snowboarding, alpine skiing, and ice hockey garnered substantial attention. Viewers noted emotional connections and inspiration as their motivations to watch figure skating, along with high expectations for medal potential in ski jumping and speed skating.

Value-Based Marketing Insights

In a deeper analysis conducted in conjunction with their data under the value-based marketing support service, ‘PERSONA+’, it was found that the inclination to watch the Olympics correlates significantly with “outgoing” and “community-oriented” value types. This suggests that individuals who prioritize communal engagement or are more extroverted are more likely to express interest in Olympic viewership.

Conclusion

The findings from this survey cast an optimistic light on the Milan-Cortina 2026 Olympics and Paralympics, indicating not only a solid foundation of interest but also drawing substantial public intent to engage with the events. As the Games draw nearer, the anticipation builds, suggesting a vibrant atmosphere for athletes and spectators alike.

For further insights into this survey, you can refer to the detailed PDF report released by Ponta Research.