Italian Competition Authority Investigates Ambush Marketing for Milan-Cortina 2026

AGCM Competition Press Releases

Filed February 19th, 2026

Detected March 13th, 2026

Summary

The Italian Competition Authority has launched two investigations and one moral suasion action against supermarket chains Rialto (Il Gigante), MD S.p.A. (MD), and SELEX Gruppo Commerciale S.p.A. (Famila) for alleged ambush marketing related to the Milan-Cortina 2026 Olympic and Paralympic Winter Games. The actions are based on potential breaches of Article 10 of Law Decree No. 16/2020.

View original document View source feed page

What changed

The Italian Competition Authority (AGCM) has initiated two investigations and a moral suasion action against Rialto S.p.A. (Il Gigante), MD S.p.A. (MD), and SELEX Gruppo Commerciale S.p.A. (Famila) for alleged ambush marketing practices. These actions stem from complaints regarding advertising campaigns that allegedly used Olympic symbols and imagery in connection with the Milan-Cortina 2026 Olympic and Paralympic Winter Games, potentially violating Article 10 of Law Decree No. 16/2020. The investigations focus on specific advertising campaigns conducted by Il Gigante and MD, while SELEX faces a moral suasion action for similar conduct.

Regulated entities, particularly retailers and sponsors associated with major sporting events, should review their marketing and advertising strategies to ensure compliance with antitrust regulations concerning the unauthorized use of Olympic symbols and intellectual property. Companies must avoid any association or implication of official endorsement that could mislead consumers or infringe upon the rights of official sponsors. While specific penalties are not detailed, non-compliance with antitrust laws can lead to significant fines and reputational damage. The AGCM's proactive stance indicates a heightened focus on preventing ambush marketing tactics.

What to do next

Review marketing and advertising materials for potential use of Olympic symbols or imagery.
Ensure all promotional campaigns associated with major sporting events have explicit authorization.
Consult legal counsel regarding compliance with antitrust laws related to event sponsorship and marketing.

Source document (simplified)

PV26-PV27-PV28 - Milan-Cortina 2026: Italian Competition Authority launches two further investigations into ambush marketing

PRESS RELEASE

The Authority takes action against Rialto S.p.A., which operates the supermarket chain Il Gigante, MD S.p.A., owner of the MD supermarket chain, and SELEX Gruppo Commerciale S.p.A., which operates the Famila supermarket chain

Following the conclusion of interim measure proceedings into Harmont & Blaine S.p.A., the Italian Competition Authority has also taken action in relation to the supermarket chains Il Gigante, MD and Famila. Acting on a complaint from the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza), with which it is cooperating, the Authority has opened two investigations and initiated one moral suasion action over ambush marketing linked to the 2026 Olympic and Paralympic Winter Games. The conduct may breach Article 10 of Law Decree No. 16/2020.

The first of such investigations concerns Rialto S.p.A., which operates the supermarket chain named Il Gigante. It relates to its “TecnOlimpiadi” advertising campaign, carried out from 15 to 28 January 2026, during which the company promoted the sale of household appliances and electronic products using the five Olympic rings and images of the Winter Games. The second investigation concerns MD S.p.A., owner of the MD supermarket chain. It relates to the advertising campaign named “Inizio dei Giochi Olimpici – T Edition”, featuring images of the five Olympic rings and the Olympic flame, among other things.

Lastly, the Authority has initiated a moral suasion action against SELEX Gruppo Commerciale S.p.A., which operates the Famila supermarket chain, in relation to an advertising campaign evoking the Olympic symbols.

Rome, 19 February 2026