Prosecco DOC and Cortina: A strategic alliance between wine, culture, and sport

This partnership not only celebrates the excellence of Prosecco DOC but also reinforces the value of supporting sports disciplines, something the Consortium has long promoted, in anticipation of the Milan Cortina 2026 Winter Olympics and Paralympics. Cortina, known as the Queen of the Dolomites, will become the focus of global sports attention in the coming years, attracting international interest not only for sports but also for hospitality, inclusivity, and the promotion of its extraordinary Belluno territory.

The Prosecco DOC Consortium, guardian of Italy's most beloved sparkling wine, has decided to invest significant resources in supporting these events through numerous initiatives that highlight the connection between the territory and sports culture. This support extends to the entire ecosystem of the Cortina basin.
One particularly memorable initiative presented last season was the "Prosecco DOC Sparkling Corner," an exclusive area located in the Finish Area at Rumerlo, where spectators could enjoy Prosecco DOC and Prosecco DOC Rosé while watching the Women's Alpine Ski World Cup up close. This space offered privileged access to experience the competitions from the front row while enjoying the local products of the territory. 

The initiative is part of a long-established collaboration between Prosecco DOC and major sports and cultural events, such as the Cortina Fashion Weekend, CortinAteatro, Queen of Taste, the Snowboard World Cup, and the World Curling Tour.

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Prosecco DOC’s support extends beyond sports. It is proud to back CortinAteatro, the prestigious concert and theater season that brings life to Cortina d'Ampezzo during both summer and winter. With a rich calendar of events—including 16 performances ranging from classical music to blues, comic theater to operetta—under the patronage of institutions like the Ministry of Culture and the Veneto Region, this festival is a tribute to the beauty of the territory and its culture. Prosecco DOC, a true ambassador of Made in Italy, is thrilled to toast to art and culture in such a magnificent setting, joining its name with an event that celebrates excellence and creativity—values that deeply resonate with the world of wine as well.

Prosecco DOC’s support extends beyond sports. It is proud to back CortinAteatro, the prestigious concert and theater season that brings life to Cortina d'Ampezzo during both summer and winter. With a rich calendar of events—including 16 performances ranging from classical music to blues, comic theater to operetta—under the patronage of institutions like the Ministry of Culture and the Veneto Region, this festival is a tribute to the beauty of the territory and its culture. Prosecco DOC, a true ambassador of Made in Italy, is thrilled to toast to art and culture in such a magnificent setting, joining its name with an event that celebrates excellence and creativity—values that deeply resonate with the world of wine as well.

Looking ahead, Cortina and its surrounding area are set to further enhance their capacity to attract both tourists and sports enthusiasts, uniting sport, culture, and territory in a winning combination that will bring lasting benefits. The path to this global event is marked by national and international sporting competitions, which will serve as a test for the organizational skills of the mountain town and its strategic partners, including the Prosecco DOC Consortium.