The Challenge

JTA was appointed by the Milano Cortina 2026 Organising Committee in January 2026, just weeks before the start of the Olympic and Paralympic Winter Games, to help prepare the communications operation for one of the most complex and highly scrutinised Games environments in Olympic history.

Building on recent operational experience from Paris 2024, the challenge was to prepare the communications team for Games-time operations across multiple venue clusters, 116 medal events and around 2,900 athletes at the most geographically spread out Olympic Winter Games ever.

Our Strategy

Embed experienced Games-time communications expertise directly into the Milano Cortina 2026 communications operation.

Drawing on operational lessons from Paris 2024, JTA worked alongside senior communications leadership to strengthen Games-time structures, workflows, escalation processes and issues management procedures.

JTA seconded three staff into the Milano Cortina 2026 communications team throughout the Games period, one of whom had also been seconded to Paris 2024 as its Head of International Communications.

Additional support was also provided by senior JTA leadership on issues management, stakeholder communications and media coaching throughout the Games period.

The Outcome

Successful delivery of communications operations during the Milano Cortina 2026 Olympic and Paralympic Winter Games.

Milano Cortina 2026 attracted more than 13,000 accredited media representatives, approximately 44 per cent more than Beijing 2022, creating one of the largest media operations in Winter Games history.

JTA supported the Organising Committee through a fast-moving and highly scrutinised international media environment, contributing to coordinated Games-time communications operations and the effective management of sensitive issues, which contributed to the overall success of the Games.