05 December 2025 – As the Olympic flame prepares to begin its journey through Italy ahead of the Olympic Winter Games Milano Cortina 2026, Coca-Cola – a proud partner of the Olympic Torch Relay for more than three decades – is set to light up Rome with a free concert celebrating music, sport and the Olympic spirit.
KEY FACTS
- Coca-Cola has been a presenting partner of the Olympic Torch Relays for more than three decades.
- Throughout the Olympic Torch Relay in Italy, Coca-Cola will be supporting the convoy with daily celebrations and entertainment for local communities
- Festivities will begin with a free concert organised by Coca-Cola in Rome on 5 December
Taking place this evening of 5 December, the Coca-Cola Music Fest – il Viaggio della Fiamma Edition will mark the arrival of the Olympic flame in Italy by bringing together 8,000 fans at the historic Stadio dei Marmi to enjoy performances from some of Italy’s top musical talents, including Mahmood, Noemi, The Kolors, Tananai and Carl Brave.
Joining these musical stars on stage will be a host of leading Italian athletes, who will share what the Olympic Games and the Olympic flame mean to them. Olympic gold medallist and world top 10 tennis star Jasmine Paolini will also play a central role in the celebrations as Coca-Cola’s Flame Ambassador. Fresh from her women’s doubles triumphs at the Olympic Games Paris 2024 and the 2025 French Open, Paolini carried the torch during the relay in Athens on 4 December, before accompanying the flame on its journey to Rome ahead of the Coca-Cola Music Fest and the start of the Italian leg of the relay.
“AN EXTRAORDINARY JOURNEY TO BRING OLYMPIC VALUES TO LIFE”
Following the concert, the Olympic Torch Relay will travel through 110 cities over 63 days as it makes its way to the Opening Ceremony of Milano Cortina 2026 on 6 February. As a Presenting Partner of the Olympic Torch Relay, Coca-Cola will support the celebrations with its branded convoy and the Coca-Cola Village, which will be the focal point for celebrations each evening along the route, engaging fans with music, food and a series of activities to ignite their passion for the Games. These include the Powerade Sports Area – an interactive space designed to immerse visitors in the world of Olympic and Paralympic sports.
The Olympic Torch Relay of the XXV Olympic Winter Games Milano Cortina 2026 is a journey that speaks of real connection: it unites stories, territories and people, transforming the anticipation of the Olympic Games into an experience that belongs to everyone. An extraordinary journey to bring Olympic values to life across the entire country.
Luca Santandrea
General Manager of Coca-Cola for the Olympic and Paralympic Winter Games Milano Cortina 2026
“Thanks to the events that will enliven Italy in the coming weeks and the torchbearers we helped select, we want to make this a moment of active participation, close to the people, cities and their communities. Since 1928, alongside the Olympic Movement, Coca-Cola continues to believe in the power of sport as a universal language capable of bringing communities together and inspiring new generations. We want each stage to be an opportunity to celebrate Italy in its authenticity, bringing energy, positivity and a collective sense of belonging.”
Coca-Cola is also implementing dedicated clean-up and recycling initiatives throughout the Olympic Torch Relay. In collaboration with CiAl, Italy’s National Aluminium Packaging Consortium, the company will manage the collection of aluminium cans along the route and within each Coca-Cola Village through designated recycling points and a dedicated vehicle within the convoy.
“The Olympic Torch Relay is a unique opportunity to celebrate Italy moving together: cities, people, passions and cultures coming together and recognising each other,” added Andrea Bombrini, Marketing Director for the Olympic and Paralympic Winter Games Milano Cortina 2026 at Coca-Cola. “With this project, we want to transform the anticipation of the Games into a participatory experience, accessible to all and close to the communities, where music, sports, food and iconicity intertwine to generate new moments of sharing. This is the spirit with which we are accompanying the country towards Milano Cortina 2026.”
A HISTORIC PARTNERSHIP
Coca-Cola’s partnership with the Olympic Movement began at the Olympic Games Amsterdam 1928, making it the longest continuous collaboration in Olympic history. Renewed through 2032, the partnership reflects shared values of inclusion, resilience and the power of bringing people together. In Italy, Coca-Cola is represented by Coca-Cola Italia, Coca-Cola HBC Italia and Sibeg, employing more than 2,600 people and contributing to over 30,000 jobs nationwide.
