Competition season in winter sports disciplines is not quite over, and the Milano Cortina 2026 Winter Paralympic Games are currently in progress. Not only has the occasion transformed a 2,000-year-old Roman amphitheatre into a step-free event venue, it has turned it into an international stage for motivation, willpower and perseverance, showing what these qualities can achieve – outstanding performances in parasports.
International parasport athletes from some 50 countries will be demonstrating their skills and mettle in almost 90 competitions in six disciplines. Entrepreneurs also take one another on in a range of arenas such as geographical region or specific sector, competing on price, quality and range of services.
“Spirit in Motion”, the motto of the Paralympic Games, is also a good watchword for business, and comparable qualities are required to make it to the top; courage, precision, flexibility and extraordinary dedication lay the foundations for unique careers – and the strength of the Austrian economy on global markets is underpinned by just such traits. Two videos will highlight the links between sports and business:
Clear goals, foresight, stamina, discipline
Applying a vision to clear objectives will get a business idea started just as the dream of Olympic gold will push you out onto the training course. Success is achieved one step at a time. Physical and structural conditions will not be the same for every athlete, and a globalised world is similarly beset by a complex concatenation of circumstances that are swayed by geopolitical events. Foresight and flexibility reinforce your own position, bespeak reactivity and adaptability, and strengthen your trust in professional relationships. Discipline and stamina ensure ongoing success, whether on the piste or on the export market.
Perseverance, strategy, precision, courage
Boldness requires bravery – those who break new ground must have faith in themselves, even if the terrain is uncharted and potentially also risky – and they may well have worked up their strategy, tactics and approach with mentors, guides or business angels who are at their side at the start and provide later support as required. Perseverance and precision are as essential in business as they are in sports; perseverance means willpower, and helps you stay in the running in both disciplines. Precision is the deciding factor in winning or losing points, whether in world rankings or on the stock market – inaccuracy may result in defeat by competitors, and a sloppily manufactured tool can be bad for the image.
Austria is demonstrating its diversity, opportunities and character – in sports and in business.
ADVANTAGE AUSTRIA wishes all athletes every success in the 2026 Winter Paralympic Games.
ADVANTAGE AUSTRIA is using “Austria House” at the 2026 Winter Paralympic Games in Milano Cortina as a platform to cement sustainable business relationships and international partnerships.
