Recommendations of the Editorial team
Everything has been different since Paris. In the run-up to the 2024 Summer Olympics, the International Olympic Committee (IOC) increased the “pop aspect” of the sport. The bombastic opening ceremony on the Seine, the numerous cameo appearances and the hip-hop beat-driven street sports competitions in the official medal course speak for themselves. A lot is also being prepared for the upcoming winter games in Milan and Cortina d’Ampezzo.
Mariah Carey opens the games at the Stadio San Siro
Mariah Carey opens the ceremony at Milan’s Stadio San Siro, home of Inter and AC Milan football clubs, on February 6, 2026. With a new album under her belt, she will be the first major international music act of the games.
In an Instagram video, Carey confirmed her appearance personally and also showed herself to be linguistically versed. She underlined the importance of the event with the Italian greeting “Ci vediamo a Milano”. Carey is only “the first major international music act of the games,” it is mysteriously said at the IOC.
The motto of the certainly stylish opening ceremony: “Harmony”. Carey had already released the song “100%” in 2010 to benefit “Team USA” at the Winter Games in Vancouver.
Dua Lipa, Flavor Flav and Snoop Dogg get involved
Even beyond the IOC activities, it is clear that the 2026 Winter Games will be positioned more than ever as a major pop culture event.
Dua Lipa is already part of a promotional campaign for the games, while Flavor Flav (Public Enemy) will accompany the US bobsleigh and skeleton team to the ice track as an official “hype man” and sponsor.
The current “Games Flash” newsletter from Lausanne announces that Snoop Dogg, who has proven himself as a TV correspondent in Paris, has now been appointed Team USA’s first honorary coach.
In this symbolic role, the rap legend is supposed to “accompany and motivate” the US athletes on their way to the medals. As a “cultural identification figure” and “media amplifier”.
He also presents the “Coach Snoop x Team USA” clothing collection, which combines streetwear and Olympic symbolism. A portion of the proceeds goes towards supporting Team USA’s young talent.
Sportfreunde Stiller compose for ARD
With all this fuss about pop, sport and marketing, Germany doesn’t want to be left behind either. The first report reaches us from the Munich ARD headquarters: The Sportfreunde Stiller, hardened by fan miles, have composed a song for the public broadcaster with the original title: “Ti amo italiano”.
All we can do is counter with the great Adriano Celentano: “24,000 Baci”