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Cortina d’Ampezzo (BL), 19 February 2021 – “Because We care about… Skiing, Racing, Cortina, YOU”. This is the slogan of the Alpine World Ski Championships (7-21 February) that we all have come to know during these days of excitement and races with the brightest stars of world skiing, in a truly picture perfect Cortina d’Ampezzo.
Important and significant words at a delicate time in history during which the Covid pandemic has profoundly changed our habits and imposed a new format for the World Championships. It is first and foremost the athletes who carry the message of inclusion and unity on their race bibs. Because for Cortina 2021, what matters most are the people, their health and safety, and the values of sport, commitment and passion for great skiing – all in a unique and extraordinary location which combines glamour and sport, good food and healthy living.
Picking up on the phrase “We care about you”, coined by Dolomiti Superski, the entire mountain takes care of all those participating in the World Championships these days, with constant attention to safety during days of races and excitement.
Cortina 2021 thus adjusted the message to fit its own purpose, inserting the World Alpine World Ski Championships in a broader communication plan involving all the Dolomites. A motto on which a safe and entertaining event could be built, in the middle of a pandemic, in a location that has always known how to approach challenges with teamwork, initiative, and ingenuity, because behind every great event there is shared passion.