MILAN (AP) — At the Milan Cortina Games, advertising is increasingly visible, with sponsors’ products appearing on-site, including branded coolers and tissues in figure skating’s “Kiss and Cry” area. The International Olympic Committee is expanding sponsorship opportunities ahead of the 2028 Los Angeles Olympics, allowing for venue naming rights and relaxed logo restrictions. This shift reflects a growing demand from sponsors seeking greater visibility, as seen with brands like LVMH during the Paris Olympics. Despite the changes, the IOC remains cautious, balancing commercial interests with the Olympic brand’s legacy.
