Thursday, May 14, 2026

Switzerland Wants Winter Olympics, Projects $1.6B In Revenue

  • Switzerland is moving forward with an effort to host the 2030 Winter Olympics.
  • The Swiss Olympic Committee says an Olympic Games could generate north of $1.6 billion in revenue.
Olympic rings in front of mountains in the background
Angie Walton-USA TODAY Sports

A major city typically hosts the Olympics every other year — as with Beijing in 2022 and Paris in 2024. Sometimes, multiple cities partner for the occasion, which will be the case for the 2026 Winter Games in Italian cities Milan and Cortina d’Ampezzo.

But never has an entire country hosted the Olympic Games. Switzerland is proposing to do just that in either 2030 or 2034, targeting a Winter Games across multiple cities.

The Swiss Olympic Committee just released a feasibility study touting the country’s ability to host the Games — and the benefits of doing so. The Winter Games could generate nearly $1.7 billion in revenue, the SOC said.

Officials said the opening ceremony would take place in Lausanne, the closing ceremony in Bern, and the competition itself over 12 venues in four regions. St. Moritz co-hosted the Winter Olympics in 1928 and 1948, but Switzerland hasn’t hosted any portion of the Games since.

By the time the International Olympic Committee concludes a slate of executive board meetings in Paris on Dec. 1, a Swiss bid could be given the greenlight to move forward. 

Other potential bidders for the 2030 Winter Olympics currently include a Swedish bid from Stockholm-Åre and a French bid involving two regions. Salt Lake City, which once considered the 2030 Games, is now targeting hosting in 2034.

This field is for validation purposes and should be left unchanged.

Sign up for
The Memo Newsletter

Get the biggest stories and best analysis on the business of sports delivered to your inbox twice every weekday and twice on weekends.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Aug 2, 2024; Nanterre, France; Benjamin Proud (Great Britain), Cameron McEvoy (Australia) and Florent Manaudou (France) in the men’s 50-meter freestyle medal ceremony during the Paris 2024 Olympic Summer Games at Paris La Défense Arena.

The Enhanced Games Want to Be More Than a Steroid Olympics

“There’s a benefit for anyone to live enhanced.”

Bednarek Still Believes ‘Sky’s the Limit’ for Grand Slam Track

GST filed for bankruptcy after its inaugural season in 2025.

Puma Denies Its Carbon-Plated Shoes Cause Injuries After Lawsuit

The company pushed back on claims that its shoes increased injury risk.
PWHL

PWHL Eyes Mainstream Breakthrough As Playoffs Begin

The start of the PWHL Playoffs brings no shortage of storylines.

Featured Today

Bart Swings/Falyn Fonoimoana/Avery Poppinga

OnlyFans Is Paying Pro Athletes What Their Sports Won’t

The adult-content platform is a reliable income source for niche athletes.
May 13, 2026

How Sports Graphic Designers Are Grappling With the Rise of AI Art

The release of ChatGPT 2.0 Images sparked a conversation among sports designers.
May 12, 2026

Collectible Cups Are Sending Sports Fans Into a Frenzy

The drink is secondary to the wild vessel it comes in.
Matt Palumb
May 8, 2026

Pro Lacrosse’s Top Ref Is As Famous As the Players

The last celebrity referee is in the Premier Lacrosse League.
Dec 4, 2022; Doha, Qatar; France fans before a round of sixteen match between France and Poland in the 2022 FIFA World Cup at Al Thumama Stadium. Mandatory Credit: Yukihito Taguchi-USA TODAY Sports

World Cup Cities Scaling Back Fan Fest Plans

New Jersey and Seattle are ditching massive Fan Fests for smaller events.
Oct 6, 2024; London, United Kingdom; British and United States flags on the field at Tottenham Hotspur Stadium.
September 29, 2025

From Dublin to London: Vikings on NFL’s First Multi-Country Road Trip

The Jaguars have previously played consecutive games in the U.K.
Jul 30, 2022; Irvine, CA, USA; A general view of the official NFL balls on the field during Los Angeles Rams training camp at University of California Irvine.
October 20, 2025

Saudi Arabia Wants to Bring American Football to the Middle East

The Middle Eastern nation wants to host major football events.
Sponsored

What Is It Like to Run the Knicks?

Dave Checketts on his time running the Knicks & Jazz, Jordan war stories, and his investment strategy across major sports leagues.
Noah Lyles (USA) wins the men’s 100m final during the Paris 2024 Olympic Summer Games at Stade de France in Saint-Denis, France, Monday, Sunday, Aug. 4, 2024.
September 22, 2025

Summer Olympics Face a Climate-Induced Heat Check

The World Athletics president says the status quo is not sustainable.
Jun 13, 2018; Moscow, Russia; A general view of a beer stand inside of Luschniki Stadium one day prior to the start of the FIFA World Cup 2018.
February 12, 2025

Saudi Arabia Says No Alcohol at 2034 World Cup

Saudi Arabia won’t allow alcohol anywhere during the 2034 World Cup.
January 13, 2025

Newsom Adamant About L.A. Hosting 2028 Olympics

Gavin Newsom says there’s a “Marshall Plan” to rebuild Los Angeles.
Paralympics Tiktok
August 25, 2024

The Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.