16 March 2022
16 March 2022
he new TikTok account @MilanoCortina2026_ will get both young people and fans involved, thanks to athletes and digital ambassadors.
Milano Cortina 2026 is now on TikTok to share the next Games in Italy with the 2026 Generation, all the young people who will be 18 years old when the event takes place, and to convey the fundamental values of sports to them. Sustainability, respect, determination, and the desire to engage fans through new forms of participation.
Two digital ambassadors will spearhead engagement with the channel: Roberta Branchini, winner of the first Ambassador Challenge for Milan Cortina 2026 and singer from the Milanese group "il Pagante," and Sofia Dalle Rive, who is 20 years old, creates popular content among the youngest generations, and who won the second edition of the Ambassador Challenge.
With the new TikTok account, Tommaso Cassissa is also joining the team of digital ambassadors. Forbes Italia included Genovés, who is 22 years old, in the 2021 list of 100 people under 30 for his ability to communicate through social media. His sympathy and sarcasm will be key in conveying the values and emotions of sports through Milano Cortina 2026 to his more than 4 million followers on leading social media platforms.
Athletes will participate in the new channel later on, talking about winter sports and about themselves. Behind the blue ribbon champions are the boys and girls who have stories and passions: they will share what Duality Together means. Just as the city and the mountains stand side by side for Milano Cortina 2026, man and nature coexist. Within each of us are different souls and nuances, and we can't label anyone. TikTok is therefore an excellent choice in the communication strategy for Milano Cortina 2026 because it can reach more than one billion users worldwide and 5.4 million in Italy, almost all of whom are quite young: 66% are under 30 years old, and the majority are between 16 and 24. They are the future stars of the Games.
Following the arrival of the Olympic and Paralympic flags to Italy and looking toward an inclusive approach to the Games, the aim is to make young people passionate about sports and unleash the "MiCo Effect" everywhere. What's this about? To find out, you'll have to follow the new TikTok account @MilanoCortina2026_