Fans will be able to access this service through the Salesforce Customer 360 platform, which will engage diverse audiences across all channels, it has been revealed.

"We are delighted to welcome Salesforce as CRM Solutions Sponsor of Milano Cortina 2026," Giovanni Malagò, the Milan Cortina 2026 President, said.

"To make Italy passionate about the Games and to make known to the world the extraordinary beauty of our territories, it is essential to use the right tools.

"This partnership will help open the Milan Cortina 2026 Games to everyone, thanks to the technologies and innovations offered by the Salesforce platform solutions."

San Francisco-based Salesforce, valued at $153 billion (£121 billion/€139 billion), has strong links with the Olympics and this latest deal will ensure they are involved in the next three Games.

In April last year, they signed up to become a Paris 2024 sponsor.

Salesforce was already a partner for Los Angeles 2028, as well as for the United States Olympic and Paralympic Committee, the British Olympic Association and the German Olympic Sports Confederation.

For Paris 2024, the company is providing applications to help the Organising Committee engage with the public and create content.

Salesforce was founding partner of Los Angeles 2028, and is providing technology to deliver, what it promises, will be an engaging fan and athlete digital experience.

As part of its deal with the Californian city, it has agreed a partnership with NBCUniversal to support its Olympic and Paralympic coverage on a number platforms up to and including 2028. 

Andrea Varnier, the Milan Cortina 2026 chief executive, added: "The entry of Salesforce into the Milan Cortina 2026 partner team is particularly significant: it will contribute to providing a unique and engaging experience, reaching an even wider target through the digital world, thus amplifying the experience of the Milan Cortina 2026 Games."

Mauro Solimene, Country Leader Salesforce Italia, commented: "Salesforce's mission is to facilitate dialogue between organisations and individuals with the aim of creating engaging and memorable experiences across all contact channels.

"We are therefore extremely proud to make ourselves available to the Organising Committee of the Olympic and Paralympic Winter Games Milan Cortina 2026 to help make the experience as innovative as possible in digital terms.”