Milan-Cortina 2026 targets €550m sponsorship as Uber joins as official ride-hailing partner

Uber has been named the official ride-hailing sponsor of the Milan-Cortina 2026 Winter Olympics and Paralympics, with more than 5,000 drivers set to help move 1.5 million visitors across Northern Italy during the Games.

Uber will deploy its fleet to provide transportation between venues and key hubs, with dedicated pick-up and drop-off zones at Olympic sites. Its technology will be integrated into the event’s routing and security systems to support smoother mobility and reduce congestion across a 22,000-square-kilometre area.

The partnership places Uber in the third domestic sponsorship tier and adds to Milan-Cortina 2026’s commercial portfolio targeting €550 million in sponsorship revenue. It also marks Uber’s second straight Olympics deal after becoming a domestic partner for LA28. The company has been expanding in Italy, including signing a front-of-shirt sponsorship with Serie A club Como 1907.

Uber CEO Dara Khosrowshahi said the company aims to provide safe, reliable transport and contribute to a more modern mobility system in Northern Italy beyond the Games. Organisers added that Uber’s involvement will boost service quality and offer visitors additional travel options.