3.1 – The state and globalisation
3.4 – Power and developments
3.6 – Comparative theories
The 2026 Winter Olympics in Italy offer a strong case study of how global sport intersects with global politics, cultural globalisation and power. Spread across Milan, Cortina d’Ampezzo and Alpine regions, the Games are embedded in global media networks, sponsorship and tourism flows, illustrating cultural globalisation through shared symbols, rituals and consumption on a worldwide scale.
Italy has deliberately used the Olympics as a tool of soft power. The opening ceremony in Milan emphasised Italian culture, design and creativity, drawing on artistic heritage such as Leonardo da Vinci–inspired engineering symbolism, contemporary architecture and Italy’s international standing.
However, this soft power strategy has been contested. Protests accompanied the Games, particularly from environmental groups and residents in Alpine areas. Demonstrators criticised deforestation, disruption to fragile mountain ecosystems and the use of artificial snowmaking, which requires large amounts of water. In Milan, protests focused on public spending priorities and concerns that Olympic investment benefits global audiences and elites more than local communities. These disputes highlight tensions between globalisation and local sovereignty, where global events impose costs unevenly at the local level. Financially, the Games’ total costs are estimated at around €5–6 billion. While this is lower than some previous Olympics, critics argue that cost overruns and environmental damage undermine claims of long-term economic and ecological benefit.
Geopolitically, the Games reflect ongoing international divisions. Russia is not competing as a national team, following suspension by the International Olympic Committee due to state-sponsored doping and the 2022 invasion of Ukraine. A limited number of Russian athletes are allowed to compete only as “Individual Neutral Athletes”, without a flag or anthem. However, IOC (International Olympic Committee) leadership has suggested Russia could return by the 2028 Olympics, prompting criticism from Ukraine and raising questions about the strength of liberal norms such as rule-based governance and accountability.