Sanremo Wows as a New Olympic Contender

Jordan Hartwell

Published: February 4, 2026 5:08 AM ET

The upcoming Winter Olympics in Milan-Cortina in 2026 face a significant challenge in capturing public interest. Despite the grand efforts involving large press conferences and high-profile announcements, Italians seem more captivated by everyday issues than by the Olympic events themselves. Recent research conducted by Avantgrade.com highlights this disconnect, demonstrating a stark contrast between official narratives and public perception.

Public Interest Versus Major Events

Avantgrade.com analyzed search trends related to the Olympics over the last three months, focusing particularly on the week leading up to the event. The findings suggest that, although people are searching for information about the Olympics, their inquiries primarily revolve around daily living conditions rather than sports competitions.

Shifting Queries

Key search terms include traffic regulations, public safety, and urban mobility in Milan.
Previously popular searches such as the opening ceremony and event schedules have diminished.
Recent trends reveal a growing interest in issues such as road closures affecting residents.

These shifts indicate a preference for practical concerns over the excitement of athletic prowess. The recent spike in searches containing the word “Ice,” which pertains to American police, further illustrates how public anxiety overrides interest in Olympic sports.

Sanremo Outshines the Olympics

In an intriguing comparison, the Sanremo Music Festival has garnered more online interest than the Milan-Cortina Olympics in the past sixty days. This highlights a significant cultural trend where a familiar and relatable national event captivates the public more than a distant international sporting affair. Sanremo resonates with Italians emotionally and has become a staple of national identity.

The Disconnect with Local Communities

Avantgrade’s analysis emphasizes that the Olympics feel disconnected from local populations. The event appears dominated by institutional interests rather than engaging the everyday lives of citizens. As observed by Ale Agostini, founder of Avantgrade.com, mere grandeur and scale do not secure attention. Instead, relevance to people’s lives is crucial.

What This Means for Engagement

To enhance public interest, stakeholders involved in the Olympics must focus on connecting with the local experience. If the event fails to resonate as a shared experience, it risks being perceived as an elite showcase rather than a community celebration. For brands and businesses operating within the affected regions, this insight is vital. They can build trust and engagement through genuine dialogues about mobility, safety, and accessibility—key elements that affect daily life.

Ultimately, the success of the Milan-Cortina Olympics hinges on transforming the perception of the event from an institutional spectacle into an immersive, community-driven experience. Failure to achieve this could mean the Olympics remain a distant observance rather than a shared celebration.