TV Sorrisi e Canzoni at Sanremo: a new location open to the public, with unmissable events and exclusive content to experience the most anticipated Festival of the year as[...]

On the occasion of the 76th Italian Song Festival, TV Sorrisi e Canzoni once again confirms its status as the go-to brand for the world of entertainment, thanks to an ever-evolving, increasingly rich multichannel ecosystem made up of the magazine, digital channels, social accounts and on-the-ground initiatives.

A diverse programme dedicated to the most anticipated music event of the year will accompany both the public and the artists throughout the Sanremo week, featuring new formats, unmissable events and exclusive content.

It all begins in Milan with La Notte dei Testi

For the very first time, Sorrisi is organising La Notte dei Testi, an evening dedicated to the preview of the lyrics of the songs competing at the Sanremo 2026 Festival. This special party will take place tonight at Noise il Cinemino, where more than 50 creators from the worlds of entertainment, lifestyle and music will take centre stage for the première of the Sanremo 2026 lyrics, traditionally published exclusively in the pages of TV Sorrisi e Canzoni's magazine.

The event will feature two exceptional partners: Prime Video, which has chosen to join the evening organised by Sorrisi to celebrate the debut of the new film Love Me Love Me, a young-adult romance directed by Roger Kumble and starring an international cast (Mia Jenkins, Pepe Barroso Silva, Luca Melucci) that highlights the many shades of love, just as the Festival does every year through its songs; and TikTok, thanks to the presence of creators able to interpret the competing lyrics in an authentic and original way, giving voice to the many sides of both the songs and the platform. Hosting the evening, alongside TV Sorrisi e Canzoni editor-in-chief Aldo Vitali, will be Jody Cecchetto, who will entertain the audience with games inspired by the song lyrics and plenty of surprises.

As per tradition, on Sunday 22 February in Sanremo the Opening Party reserved for the cast and competing artists will take place, ahead of the start of the Festival. Champagne house Comte de Montaigne-based in the Aube region, with a centuries-old heritage dating back to the 13th century and renowned for its strong-character Cuvées de Prestige, produced through a slow 55-month vinification process in full respect of nature's rhythms. Together with Lavoratti 1938, a creative chocolate atelier blending Mediterranean tradition with innovation, will be the evening's exclusive partners, offering champagne and chocolate to guests. Primarkwill also be taking part in the evening, among the brands involved in this exclusive event.

The "Sanremo Festival" is not only Italy's biggest music event; it is also a great celebration that brings together millions of Italians. The same is true for us at Sorrisi, as we spend an intense and inspiring week in the Ligurian city, filled with exclusive interviews and unforgettable encounters. Thanks to the new features introduced for this edition, from La Notte dei Testi to Sorrisi The Beach Club and an ever-expanding schedule of initiatives, the public will have the chance to enjoy a unique experience that strengthens our brand's role as a true point of reference for music and television fans, as well as for the entertainment industry," said Aldo Vitali, editor-in-chief of TV Sorrisi e Canzoni.

From "Casa Sorrisi" to "Sorrisi The Beach Club"

TV Sorrisi e Canzoni has organised a wide range of initiatives to accompany its audience throughout the week of the Italian Song Festival.

The brand's editorial team will follow the competition directly from Sanremo, based at an exclusive new location within the Royal Hotel, one of the most charming historic hotels in the City of Flowers. This will host the TV Sorrisi e Canzoni headquarters, the setting for numerous activities with competing artists, as well as happy hours, watch parties and must-see interviews.

In addition, on the iconic poolside terrace of the Royal Hotel, Sorrisi The Beach Club will be launched: a brand-new space of more than 500 square metres, where the brand will host a full programme of interviews with all the key figures of this year's Festival.

A wide range of events open to the public for the first time

For the very first time, Sorrisi The Beach Club will open its doors to the public. Visitors will not only be able to see the arrival of guests, but also enjoy exclusive experiences thanks to the many partners supporting the brand in this venture. Sorrisi The Beach Club will be inaugurated on Monday 23 February at 5.30 pm. From Tuesday 24 to Saturday 28 February (10.00 am-1.00 pm and 3.00 pm-7.00 pm), fans will be able to access the venue, follow everything happening inside and take part in partner-led activities, becoming true protagonists of the Festival week through numerous activations and unforgettable moments.

The layout has been created to guide every guest through an immersive experience, with the evocative pool designed by Giò Ponti providing the backdrop.

The Food Lounge, the hotel's outdoor restaurant area, will host dedicated corners and innovative tasting experiences, while the Chill Area, the elegant in-house corner bar, will welcome artists, singers and journalists in a space designed for a relaxing break.

Sorrisi The Beach Club will feature a continuous daily schedule of interviews with all the artists and guests of the event, through dedicated formats such as Breakfast with the Editor, in collaboration with Caffè Motta, where TV Sorrisi e Canzoni's editor-in-chief Aldo Vitali will sit down with five competing artists, one each morning from Tuesday to Saturday. Aperitivo sessions offered by partner Martini in the late afternoon, featuring spritz cocktails in Bianco, Bitter and Vibrante (non-alcoholic) versions. And finally, Gimme Five, the vodcast hosted by Jody Cecchetto, which turns the traditional interview on its head by transforming each question into a top five. Each artist shares five choices and five stories inspired by a single question from Jody, revealing intimate, humorous and surprising anecdotes.

The much-loved Fantasanremo also returns, with a dedicated league created by TV Sorrisi e Canzoni, actively engaging its audience in the musical contest.

TV Sorrisi e Canzoniconfirms its partnership with TikTok at Sanremo

TikTok will be the brand's Official Entertainment Partner during the Festival.

TikTok has become the platform where TV Sorrisi e Canzoni expands and deepens its Sanremo storytelling. And that's not all, Sorrisi also believes in the creativity of the community and will give selected creators on the platform the opportunity to produce original and preview content, allowing the public to follow the event in all its facets from a privileged point of view.

It is within this context that Eva Calvani, a well-known TikTok creator, will also take part, meeting the artists at a crucial moment: the creation of the cover story.

In addition, thanks to in-app conversation, TikTok adds a three-dimensional dimension to Sorrisi's entertainment at Sanremo: the creativity of individual creators enriches the narrative with personal and unique perspectives, inspires new interpretations and generates an impact that goes beyond the boundaries of the platform.

New edition of the "Vertical Music Contest"

For the second consecutive year, TV Sorrisi e Canzoni will be the official on-the-ground promoter of Vertical Music, the 9:16 vertical-format music contest created in collaboration with Interproject. The initiative offers amateur artists a showcase in the world of music, giving them the opportunity to submit their original tracks in vertical clips to be evaluated by an exceptional jury. On the evening of Wednesday 25 February at 7.00 pm, inside Casa Sorrisi, the new edition of the contest will be announced. Afterwards, the winning artists from previous seasons will have the opportunity to perform live and share their personal experiences.

Three special issues dedicated to the Sanremo Festival

To celebrate the Italian Song Festival, TV Sorrisi e Canzoni will, as tradition dictates, publish three special issues of the magazine entirely dedicated to the contest, with an additional print run totalling 1.5 million copies.

The first issue-on newsstands from tomorrow, Tuesday 17 February-will be a collector's edition. In addition to all the competing song lyrics, published exclusively, and the iconic cover shot featuring the entire cast of Sanremo 2026, Sorrisi will, for the first time, include a detachable 36-page insert at the centre of the magazine. This special section, with its own dedicated cover, will collect all the lyrics and interviews with the competing artists.

The cover stars of the second issue-available from Tuesday 24 February, opening night of the Festival-will be two special figures: artistic director and host Carlo Conti together with singer and presenter Laura Pausini. Inside the magazine, the running orders for each evening will be accompanied by the artists' lyrics.

The Festival winner, together with the second- and third-placed acts, will instead appear on the cover of the issue on newsstands Tuesday 3 March, in the traditional post-awards photograph taken inside the Sorrisi editorial office. There will also be a special report from the Sanremo week, including an exclusive 30-plus-page "Best of" featuring behind-the-scenes moments, secrets and anecdotes from the Festival, as well as a dedicated section on the Sorrisi website.

Partners involved

This year once again, numerous companies, brought on board by Piemme, TV Sorrisi e Canzoni's exclusive advertising sales partner, have chosen to support the brand through tailored partnership projects and activities that will run throughout the Sanremo week.

• ActionAid returns for its second consecutive year as Charity Partner of TV Sorrisi e Canzoni. The competing artists will donate personal items to be auctioned on CharityStars during the Festival; the proceeds will support the development of an anti-violence centre in Uganda. The initiative will also be showcased through an exhibition set up inside Casa Sorrisi for the entire week.
• KIKO Milano will bring the world of beauty into the spotlight with a branded space inspired by the new HUG COUTURE Limited Edition, available in all stores: an experiential area dedicated to discovering and trying the spring collection, where the beauty experts of Italy's number one make-up brand will offer personalised consultations and retouch sessions to enhance every look throughout the Festival week.
• Muitomas, the lifestyle brand of the Esprinet Group, will be present with a visually striking display corner conceived as a scenic, Instagram-friendly space: an immersive environment where colour, the brand's distinctive element, takes centre stage, creating a vibrant and engaging glow experience inside Casa Sorrisi.
• Entertainment and technology will come together in the area dedicated to Roborock, the world-leading robot vacuum brand. Through interactive quizzes, personalised demonstrations and gadgets, visitors will discover a new approach to home management, focused on convenience and free time.
• With Grotte di Frasassi, the journey becomes virtual and immersive. In a dedicated area, the public will be able to enjoy a surprising experience exploring the territory and its natural wonders through VR headsets. An experience that combines technological innovation with the promotion of Italy's natural heritage.
• The spaces of Casa Sorrisi will be made even warmer and more welcoming thanks to Calligaris, which will provide much of the furniture: a contribution that strengthens the identity of the venue, creating a warm and comfortable atmosphere to welcome artists and guests throughout the Sanremo week.
• As per tradition, the daily coffee appointment with TV Sorrisi e Canzoni editor-in-chief Aldo Vitali will return. The intense aroma and authentic flavour of Caffè Motta will accompany the days at Sorrisi through a daily coffee break, also open to visitors and the attending public.
• Mielizia will enrich the Casa Sorrisi experience by accompanying the morning moments with quality products that tell a 100% Italian story, in keeping with the tradition of the Italian Song Festival.
• Sweet breaks will also be curated by Gelateria La Romana dal 1947, a leading name in Italian artisanal gelato, present with its iconic Gelato Bike. At the Sorrisi The Beach Club, in an authentically relaxed and welcoming atmosphere, guests can savour an exclusive selection of artisanal gelato, crafted according to tradition.
• Martini will bring the TV Sorrisi e Canzoni happy hour to life in the Casa's Chill Area, an elegant space set within the Royal Hotel. The stars of the show will be the MARTINI spritz range: Bianco Spritz, Bitter Spritz and Vibrante Spritz, the non-alcoholic version of the classic cocktail.
• Outside Casa Sorrisi, the new Ford Puma Sound Edition will take centre stage, inviting the public to enjoy a sound experience not only to be heard, but felt throughout the body. The advanced 650-watt B&O audio system does more than play sound, it transforms it into a deep tactile experience: the music pulses, surrounds and generates vibrations that engage the entire body. Visitors will also be able to take part in exciting live performances inside the car, trying their hand at a live rendition of the iconic Fiumi di Parole. A must-see moment is scheduled for 27 February, when Jalisse will appear as special guests, ready to energise the event with performances inside the vehicle.

• Colgate will also be present with a glass box in the centre of Sanremo dedicated to the concept "Purple is the New Instant White": from a Korean photo booth to capture brilliant smiles, to a "wheel of fortune" with gadgets, and advice from beauty experts, who will reveal the secrets to achieving a whiter smile instantly with the Colgate Max White Purple routine.

TV Sorrisi e Canzoni is the Mondadori Group brand and a point of reference for lovers of television and entertainment, reaching 2.6 million readers each month (source: Audipress 2025/I), 4.2 million website users (source: Audiweb Jan-Oct 2025) and 1.15 million fans (source: social insights across Instagram, Facebook, TikTok, X and YouTube), thanks to a multichannel system that spans the magazine, website, social media, events and related products.