MILAN (ITALPRESS) – On February 6, while in Milan the Olympic and Paralympic Games of Milan Cortina 2026, at Bocconi the sport comes out of the stands and becomes matter to explore. The exhibition with which the University transforms the campus into an open path to the city to tell what the Games are today: not only competition, but a generator of impacts that enhance the engine of economic, social and cultural change. sPark of Change is not a celebratory exhibition or a symbolic operation. It is a dissemination project that provides data, research and analysis developed in Bocconi on sport as a social infrastructure, big events policies and legacy that Olympics and Paralympics can leave to the territories. Milan Cortina 2026 thus becomes a concrete case of study, to be observed while it happens and interpret how the role of sport is changing in our society. The heart of the exhibition is an urban route along the pedestrian passage of Via Gobbi, between Via Sarfatti and Piazza Sraffa, articulated in six portals, six colors and six key actions: invest, tifare, win, build, grow, impact. Six words opening undiscounted questions: What moves the economy of sport? How much is the fan? How do you build a winning career? How do you build a modern sports facility? What can I learn from the great sports icons? Believe in sport: a medal won from the beginning?
Language is that of experience: physical installations, actually increased content, data views, digital insights. The visitor not only observes, but crosses, discovers, relates information and stories, building his own reading of the sports phenomenon. “The Games are a spark, not a goal”, says Dino Ruta, coordinator of the research team that in Bocconi is working on the report on Impacts and Legacy of the Games. “They need to help understand how sport generates economic, social and environmental value and future positive inheritance, otherwise only a great show remains.” This is the perspective that guides sPark of Change: move attention from the event to impact. For Bocconi sport is a structured field of work, combining research, training in sports management and promotion of sports as an integral part of university life. sPark of Change represents the synthesis of this commitment and the contribution of the University to the Olympics and Paralympics of Milan Cortina 2026, with the aim of promoting understanding, confrontation and participation. As rector Francesco Billari underlines, “sport is one of the few truly universal languages we have. But because it produces lasting effects must be studied, discussed, understood. The role of university is also this: transforming emotion into knowledge.”.
– UniBocconi press office photos –
(ITALPRESS).
