Just one week into the 2026 Winter Olympics in Milan and Cortina d’Ampezzo, the conversation on social media has shifted well beyond medal counts and athletic performances. Americans in particular have been left wide-eyed at something unexpected — the price tags on food and drinks at the Games. What started as casual posts from athletes has turned into a viral discussion about the stark difference in the cost of living between Europe and the United States.
Athletes from around the world have been documenting their experiences at the six Olympic villages, giving followers an up-close look at what is being served. South African skier Matt Smith shared a detailed look at the breakfast spread available at the villages, which includes cereals, pizza, pasta, bread, rolls, eggs, bacon, yogurt, and several types of milk. Canadian ice hockey player Natalie Spooner and speed skater Courtney Sarault also joined in, posting about the desserts on offer and generating plenty of online excitement among fans back home.
When people got a look at the actual price list circulating on social media, the reaction was immediate. A margherita pizza, a ham and cheese pizza, and a vegetarian pizza are each priced at around $8.50. Gluten-free sandwiches also run about $8.50, while a bag of chips comes in at just over $3 and popcorn at roughly $2.60. For those with a sweet tooth, candies are available for about $2.10, muffins for approximately $3.70, and gluten-free brownies for around $4.20.
Heartier options are also keeping prices in check. A cheeseburger, chicken bacon cheeseburger, or veggie burger will set you back about $10.50 each, and a hot dog runs around $8.50. On the drinks side, an Americano coffee or tea costs a little over $3, a glass of prosecco is around $8.50, and a spritz cocktail comes to approximately $9.50. By any American stadium standard, these numbers are hard to believe.
Reddit users have been particularly vocal about the whole situation. “Honestly, it’s cheaper than I expected,” one user wrote. Another chimed in with a broader observation: “The secret is out — food in Europe is way cheaper than in the US.” A third commenter was already looking ahead to the next major international sporting event on American soil: “It’s going to be three times more expensive at the World Cup in the US.” The comparisons kept coming, with one user sharing a personal story from the Austrian Formula 1 Grand Prix at the Red Bull Ring: “I got two burgers, two waters, and a beer for under $19 at an F1 race in the EU. At a professional sports event in the US, just one beer costs around $20.”
The closing ceremony of the 2026 Winter Olympics is set to take place on February 22nd at the Arena di Verona in Verona, Italy, wrapping up what has already been a memorable Games both on and off the field of play.
For some context, the price gap Americans are reacting to reflects a well-established reality about how food and beverage pricing works at major sporting events in the two regions. In the United States, stadium and arena food has become notorious for its markups. A single beer at an NFL or NBA game regularly exceeds $15 to $20, and combo meals at venues like Madison Square Garden or SoFi Stadium can easily run $30 to $40. These prices are largely driven by exclusive vendor contracts, high venue operating costs, and the simple fact that captive audiences have no outside options once inside.
European sporting venues, while not cheap by local everyday standards, tend to operate within a cultural expectation of more modest pricing on basic food items. Italy in particular has a strong tradition of accessible food culture, where even at large public events, feeding people well at a fair price is considered part of the experience rather than an afterthought. Olympic organizing committees also often negotiate food service contracts with the goal of keeping athletes and fans comfortable rather than maximizing profit margins at concession stands.
The 2026 Winter Olympics, officially known as Milano Cortina 2026, is the 25th edition of the Winter Games and the first to be held across multiple cities and regions simultaneously at such a large scale. The event spans venues in Milan, Cortina d’Ampezzo, Valtellina, and Val di Fiemme, making it one of the most geographically spread-out Winter Olympics in history. Italy last hosted the Winter Games in Turin back in 2006, and this edition marks a significant return for the country to the global winter sports stage.
If you have been following the 2026 Winter Olympics and have thoughts on the food prices or the broader comparison between European and American sporting event costs, feel free to share your take in the comments.
