Italy fines six companies over 2026 Winter Olympic Games 'ambush marketing'

Italy's competition authority has fined six companies a total of 2.5 million euros for misleading customers about their sponsorship status for the Milano Cortina 2026 Winter Olympics

Justin Tomlinson

Editor-in-Chief, Mora Discover

2 sources
Italy fines six companies over 2026 Winter Olympic Games 'ambush marketing'

Italy's competition authority announced on Friday that it has fined six companies a total of approximately ‐2.5 million ($2.9 million) for engaging in "ambush marketing" related to the Milano Cortina 2026 Winter Olympics.[1][2]

The antitrust regulator penalized the firms after finding that they had misled customers regarding their official sponsorship status for the upcoming international sporting event.[1][2]

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