The opening ceremony for the Winter Paralympics took place Friday evening in Verona, Italy, marking the start of the games and ushering in what organizers are calling the largest Winter Paralympic Games in history.
The event, running from March 6th to 15th, is projected to cost Italy approximately 5.2 billion euros, encompassing both the Olympic and Paralympic Games. This figure includes 1.7 billion euros for operational costs and an additional 3.5 billion euros for infrastructure and security measures, according to sources familiar with the financial planning. A precise breakdown of costs between the Olympic and Paralympic events remains unavailable, with officials stating detailed figures will only be released after both competitions conclude.
Currently, the Italian government estimates operational costs for the Paralympics at around 448 million euros. Financing for the Games relies on ticket sales, media rights, and sponsorships, structured across three tiers: top-level partnerships with the International Olympic Committee (IOC), a global portfolio managed by the International Paralympic Committee (IPC), and local contracts negotiated by the organizing committee (OCOG).
While the IOC and IPC agreed in 2018 to align top-tier sponsorships, one company, Ottobock Germany, maintains an exclusive relationship with the IPC, dating back to 2005. The prosthetics, orthotics, and exoskeletons manufacturer’s involvement highlights the increasing scrutiny of Paralympic sponsorships, with expectations that companies demonstrate a genuine commitment to inclusivity beyond mere marketing.
Several major corporations are sponsoring the Games, including Alibaba, Allianz, Anheuser-Busch InBev, Airbnb, Coca-Cola, Deloitte, Eni, Omega, Procter & Gamble, Samsung, TCL, and Visa. However, the selection of sponsors has drawn criticism from various groups.
Airbnb, a sponsor since 2019, faces accusations of contributing to housing shortages and rising rents in many cities. Concerns remain about the impact of event-related tourism on smaller host communities like Cortina d’Ampezzo. Alibaba, deeply integrated into the Games’ digital infrastructure since 2017, has similarly faced political scrutiny in Europe regarding data privacy and regulatory compliance, with the EU Commission initiating proceedings against a subsidiary, AliExpress, in 2024.
Environmental groups have also targeted Coca-Cola, citing the company’s substantial plastic footprint. Oceana estimates Coca-Cola will require over 4.1 million tons of plastic in 2030, a 20% increase from 2023, with a significant portion ending up in oceans and waterways. The Italian oil company Eni, a premium sponsor, has faced protests from Greenpeace, who accuse the IOC of “greenwashing” by partnering with a company whose emissions contribute to the melting of snow and ice essential for winter sports.
Organizers launched the “Now26” program to promote sustainable standards, emphasizing reduced construction, increased reuse of existing facilities, and lower emissions. The IOC stated the Games were planned with a strong focus on CO₂ reduction and supporting regional adaptation to climate change. However, the decentralized nature of the event, with multiple venues, presents logistical challenges and contributes to higher emissions.
The question of whether the IOC’s commitment to partnering with companies investing in sustainable technologies will align with the realities on the ground remains open. The IPC and IOC have not yet responded to requests for a detailed accounting of the financial relationship between the two organizations and the specific sustainability metrics being used to evaluate sponsors.
