With the next two Olympic Games set to take place in northern Italy in February 2026 and Los Angeles in July 2028, the international sporting competition provides ample opportunities for airlines both when it comes to sponsorships and transporting the large numbers of travelers who need to come in and out of the area.
Italy’s flag carrier ITA Airways has been designated the Official Airline Sponsor of Milano Cortina 2026, while Delta Air Lines (DAL) is the official carrier of Team USA.
Traditionally, tickets on all airlines that fly into cities where the Games are being held tend to spike months ahead of the two weeks when they take place. This creates booking nightmares for anyone who did not think to secure their travel ahead of time.
That said, some airlines are questioning whether the impact of the Olympic Games on airlines will be as beneficial as may immediately appear when trying to book sold-out flights.
“We’re going to add flights and we’re going to be a participant”: United Airlines CEO
In an interview with the LA Post, United CEO Scott Kirby said the Olympic Games are actually a “net negative” for airlines because business travel to cities where they take place comes to a standstill, while the extra flights the airlines run to meet personal travel demand are not enough to move the needle on profit overall.
“The Olympics, interestingly for airlines, lead to less demand,” Kirby said in an interview to journalist Nilesh Christopher. “When the Olympics come to town, business travel shuts down.”
Kirby further explained that United is “going to add flights and […] going to be a participant,” but ultimately the Olympic Games are not expected to be a profitable event for the airline.
Image source: Lott/AFP via Getty Images
Milano Cortina 2026 expects more than 2 million spectators
United had been the official sponsor of Team USA for more than 40 years before Delta Air Lines signed a $400 million deal to become the sponsor of the Games in 2020.
“Delta will welcome a familiar face to our Milan Cortina athlete ambassador team with figure skater Amber Glenn, who joined Delta’s athlete roster for the Beijing games in 2022,” the airline says of the partnership.
“New athletes will also join Team Delta, including the ‘Shib Sibs,’ Maia and Alex Shibutani, the dynamic duo who were the first ice dance team of color to medal at a Winter Games.”
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While the Winter Olympic Games typically see lower traveler numbers than their summer equivalent, Milano Cortina 2026 is expected to bring in over two million spectators to competition locations in both the cities themselves and surrounding areas where competitions are being held.
Other carriers that traditionally serve as the official Olympic airline for their countries include Air Canada, Air France (AFLYY) , Iberia for Spain, and Qantas Airways (QABSY) for Australia.
Traditionally also the airline for athletes from Great Britain, British Airways did not have a sponsorship for Paris 2024 — due to the United Kingdom’s proximity to France, that title was instead awarded to the high-speed train operator Eurostar.
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