Cars & Olympics: A History of Partnership & Special Editions
For over a century, the Olympic Games and the automotive industry have shared a unique relationship, extending beyond mere transportation. This connection continues with the 2026 Winter Olympics in Milan and Cortina d’Ampezzo, where Stellantis, and its Italian brands, are official partners. This partnership, like those before it, includes the creation of special Olympic-themed vehicle editions, a practice with deep historical roots.
A History of Movement
Early Days: Paris 1900
The intersection of automobiles and the Olympics began in the early 20th century. The 1900 Paris Games, held alongside the World’s Fair, featured not only traditional athletic competitions like swimming and ballooning, but also automobile races. While these races weren’t officially part of the Olympic program and no medals were awarded, automobiles left their mark by being used to transport organizers and officials, serving as an early form of promotion.
Propaganda and Promotion
By the 1930s, the Olympics became a venue for automotive companies to showcase their products and national pride. In 1935, Opel launched its “people’s car,” the Olympia, naming it in honour of the upcoming 1936 Berlin Olympics. At those Games, brands like Mercedes-Benz and Auto Union were prominently displayed as symbols of German industrial strength.
Post-War Partnerships
Following World War II, this trend continued. Ford, in 1956, named its new model the Cortina after Cortina d’Ampezzo, the Italian city hosting the Winter Olympics that year. Though the car wasn’t released until 1962, Ford used the Olympic bob run to promote the vehicle.
The Commercialization of the Games
The 1984 Los Angeles Olympics marked a turning point, becoming heavily commercialized. Buick, a General Motors brand, became a sponsor, offering a “Century Olympia” edition with special logos and donating $100 to American Olympians for each vehicle sold. This approach reflected a shift towards private funding and reduced costs for the Games.
Beyond Sponsorship: Providing Support
Automakers have also directly supported the Games through logistical assistance. At the 1992 Barcelona Olympics, Seat provided the Ibiza as the official vehicle. Medal-winning Spanish athletes received a larger Toledo model in a special Navy blue colour, equipped with features like a built-in mobile phone and wood trim. Seat even created an electric version of the Toledo for use during the torch relay and marathon.
Recent Partnerships
BMW continued this tradition at the 2012 London Olympics, providing vehicles to transport equipment, including javelins and hammers. They also released a limited-edition 525i Olympic Games Edition.
Looking Ahead to Milan-Cortina 2026
The 2026 Winter Olympics will see Stellantis provide approximately 3,000 vehicles – from Fiat and Abarth to Lancia, Alfa Romeo, and Maserati – to support the event. Each brand is expected to release special Olympic editions of its models. It is possible Stellantis will leverage the Games to showcase new technologies, similar to Toyota’s presentation of hydrogen power at the Paris Games.
Frequently Asked Questions
When did automobiles first become associated with the Olympic Games?
Automobiles first became associated with the Olympic Games at the 1900 Paris Games, where automobile races were held alongside traditional events and cars were used to transport officials.
How did automakers use the Olympics for promotional purposes?
Automakers used the Olympics for promotional purposes by naming models after Olympic host cities (like the Ford Cortina and Opel Olympia) and creating special Olympic-themed editions of their vehicles.
What role is Stellantis playing in the 2026 Winter Olympics?
Stellantis will provide approximately 3,000 vehicles from its Italian brands to support the 2026 Winter Olympics in Milan and Cortina d’Ampezzo, and each brand will offer special Olympic editions of its cars.
As the relationship between the automotive industry and the Olympic Games continues to evolve, what new ways might automakers engage with the spirit of the Games and connect with a global audience?