The 25th Winter Olympics have begun in Milan and Cortina, featuring the historically largest delegation from Latvia with 68 athletes. The official outfits for the Latvian team have been supplied by DJ Baltics, a company chosen by the Latvian Olympic Committee in a procurement process last year. However, an investigation revealed that the true owner of the firm has ties to a person involved in a police case about illegal cigarette distribution.

The connection to past illegal activities raises concerns about the decisions made for the Olympic sponsorship and the reputation of the athletes representing Latvia. DJ Baltics was selected as the outfit provider through a competitive tender, emphasizing a critical selection process in which possible reputational risks were perhaps not fully considered. The involvement of entities linked to crime in supplying official attire casts a shadow on the integrity of the sponsor associated with Latvia's national representation.

As Latvia's athletes prepare to compete in various sports including hockey, luge, bobsleigh, and biathlon, the focus may shift beyond sports performance to scrutiny on the ethical implications of sponsorships. The participation of such a sizeable delegation at the Winter Games indicates growing investment in winter sports by Latvia, yet this issue with the attire supplier complicates the narrative about progress and integrity in the country's athletic ambitions.