The Italian Competition and Market Authority (AGCM) has formally opened an investigation into the clothing company Harmont & Blaine S.p.A. regarding allegations of ambush marketing tied to the Milano-Cortina 2026 Winter Olympic and Paralympic Games. The probe, supported by the Special Antitrust Unit of the Guardia di Finanza, focuses on whether the brand’s recent promotional efforts created an unauthorized and deceptive association with the prestigious sporting event.
According to the Authority, Harmont & Blaine allegedly disseminated advertisements across various social media platforms that prominently featured the protected Olympic symbol of five colored rings. The company is also accused of using specific hashtags such as #MilanoCortina and #MilanoCortina2026 to capitalize on the event’s global visibility. These digital campaigns, which often involved influencers and promoted the “Cortina a Colori” clothing line, are suspected of misleading the public into believing the brand is an official partner or sponsor of the Games.
Under Italian law, specifically Article 10 of Decree-Law No. 16/2020, such “parasitic” marketing activities are strictly prohibited. The legislation was designed to protect the exclusive rights of official sponsors who provide the necessary financial backing for the Games. Because Harmont & Blaine does not hold an official sponsorship agreement, the AGCM suggests that their marketing strategy creates an illicit link between the brand and the 2026 event.
The enforcement process has already escalated with an inspection of the company’s headquarters carried out yesterday by AGCM officials and the Guardia di Finanza. In addition to the main investigation, the Authority has launched a preliminary injunction procedure that could lead to the immediate suspension of the contested advertisements. If found liable, the company faces significant administrative fines, which under current regulations can range from €100,000 to €2.5 million. This case underscores the high level of vigilance by Italian authorities as the country prepares to host the Winter Games starting next month.