San Siro Olympics Sellout Elusive; Third-Tier Tickets Slashed to €26
The upcoming 2026 Winter Olympics is creating waves as ticket sales for the San Siro stadium, the venue for the inauguration ceremony, struggle to meet expectations. Despite efforts, a sellout remains elusive as empty seats are still visible, especially in the third tier.
Discounted Tickets for Olympic Volunteers
To combat the situation, the Olympic Foundation has introduced a campaign to sell third-tier tickets at a dramatically reduced price. Originally priced at €260, they are now being offered to Olympic volunteers for just €26. This initiative is aimed at encouraging sales and filling the stands during the pivotal event.
- Tickets at €26 are available to volunteers as a token of appreciation for their efforts.
- Each volunteer can purchase up to four tickets, extending the offer to family and friends.
- The promotional window closes on Sunday, February 1st, at 12:00 PM Italian time.
Price Barriers for Attendees
Although this discount aims to enhance attendance, overall ticket prices have deterred many potential viewers. Other ticket categories exhibit steep prices:
- Category C: €700
- Category B: €1,400
- Category A: €2,026
Such high pricing has led to concerns regarding the ability to achieve a sellout for the Meazza. The Olympic Foundation’s primary goal is to avoid any empty spaces during the televised ceremony.
Impact on Milan’s Economy and Reputation
Mayor Giuseppe Sala emphasized the economic impact of the Winter Games, projecting an influx of 400,000 visitors compared to typical non-peak seasons. While acknowledging possible inconveniences, he pointed to the long-term benefits for Milan’s reputation and economy.
The Minister of Tourism, Daniela Santanchè, echoed these sentiments. She acknowledged that the immediate tourist impact may not be substantial. Yet, she remains optimistic about the future economic benefits stemming from the investment in the Games.
As the Olympic preparations unfold, the focus remains on filling the San Siro and ensuring a memorable inaugural ceremony. With just days left before the opening on February 2nd, efforts continue to maximize ticket sales and deliver a successful event for Milan and Cortina.
