Sport is a home game at Fiera Milano. In the fullest sense of the word: from Racquet Trend Expo, the largest European racket sport event held recently in the Rho pavilions, to the 2026 Milan Cortina Winter Olympic and Paralympic Games, partnered by Fiera Milano which will hosts the speed skating competitions, all the matches of the women's tournament and some of the men's ice hockey tournament matches.

But, in addition to the grand Olympicevent, sport is also showcased at Fiera Milano in other contexts, within exhibitions that may seem unrelated to the sector, including PTE – Promotion Trade Exhibition with its range of promotional items dedicated to this type of activity. Personalisation is in fact a must in a galaxy of sports teams, social colours, numbered shirts and names of the relative players. In full awareness of this, Solo Midocean has developed its yourChoice programme - a tool designed to meet even the most complex needs. With 100 new caps and garments added to a catalogue of over 1,000 items, all perfectly matchable (such as the t-shirt-sock combination) and available in more than 50 different colours, it offers a tailor-made outfit for every individual player. One of the most distinctive features of the Fiorenzo Digital Teamwearoffer are its striking, multi-coloured 3D silicone patches, (there are 6 shades available, including white) easily applicable to the fabrics of jackets and other garments thanks to the heat-adhesive bonding system. These are joined by a wide range of products ranging from jerseys to gadgets, covering 11 types of sports, from the "classics" - football, basketball, volleyball and cycling - to more niche sports such as motocross and rugby, up to the ultimate elite sport, polo. This trend is perfectly in line with the established evolution of the promotional channel, which, thanks to the quality and originality of its solutions, now engages on equal footing with prestigious fashion brands. This is evident in garments like hoodies—fashion-forward sweatshirts spotted at numerous stands at PTE. One example is Anda Present, a long-time PTE exhibitor, which also includes golf items in its Cool 2025 catalogue, in particular the double-sided Birdie towel with sublimation printing, just one item in a very wide-ranging offer that includes beach balls, bicycle repair kits, and even natural cork bricks for maintaining the correct posture during yoga exercises. “Natural” is also an adjective that is increasingly used both in the description of materials and in the colour palette of promotional items; and the varied offer of water bottles is also consistent with this choice of sustainability: at PTE 2025 we saw several of them, for example the ones by the specialist Stanley (which has been producing them since 1913) were among the highlights of the PF Concept stand. An item that is obviously also very suitable for sports. It goes without saying that customisation professionals also cater for the needs of sports fans: in this sense, UltrasPoint's offer is encyclopedic, ranging from scarves to hats, pennants and flags and even inflatable cheering sticks, all proposed in a kaleidoscope of colours, shapes and materials. The same goes for Shirts and Scarves, which also offers various combinations of "Fan Kits" on its website, scarf, stadium cushion, and t-shirt—to more elaborate sets, including ear muffs, gloves, and jacquard neck warmers. Without forgetting the gadget requirements of baseball and even American football clubs. In this way, the industry shows that is capable of offering something for absolutely all types of supporters. Even those who dream big.