Warner Bros Discovery (WBD) and TikTok have agreed a partnership that will see exclusive mobile-first video content presented to sports fans across Europe throughout the Olympic Winter Games Milano Cortina 2026 on TNT Sports and Eurosport’s localised channels.

As the Home of the Olympics in Europe, WBD will partner with TikTok to enhance digital engagement around its Games-time content while engaging younger audiences. With 85 per cent of fans using TikTok as a second-screen experience during live events, and users being 42 per cent more likely to tune in to live matches and sports events after watching content on the platform, WBD says it will amplify the reach and awareness of its premium Olympics coverage and storytelling on TikTok.

A highly targeted approach will see WBD deliver unique behind-the-scenes content, analysis and other engaging vertical video content to the personalised feeds of TikTok users in Italy, France, Germany, Spain and the UK – all monetised through TikTok’s Pulse Premiere programme. Videos will be served up by voices users know and love that will tap into key trends while celebrating Olympic culture and will generate millions of impressions for Eurosport and TNT Sports to truly unlock the power of the Games.

Scott Young, EVP at WBD Sports Europe, commented: “The Olympic Games represent a unique cultural moment in time and are unmatched in their ability to captivate the attention of audiences everywhere. Our coverage is exhaustive and we will leave no stone unturned in our pursuit of telling every story from every event and every athlete – all which can be consumed on our channels and platforms. On the back of a record-breaking Olympic Games Paris 2024, we plan to expand the reach of our coverage even further across all platforms. We are therefore delighted to partner with TikTok for Milano Cortina 2026 where together we will open up the Games for younger audiences while inspiring a whole new generation of sports fans.”

Rollo Goldstaub, Global Head of Sports, TikTok, added: “The Olympic Winter Games captivate audiences like no other event, and TikTok is where millions of fans come together to celebrate those moments. We’re thrilled to work with Warner Bros. Discovery to bring the magic of Milano Cortina 2026 to fans across Europe. Through TikTok GamePlan, we’re able to support our broadcast partners in reaching new audiences and driving engagement with TNT Sports and Eurosport’s world-class coverage. It’s about expanding the conversation around the Games and bringing more people into the Olympic experience.”

WBD’s live coverage of the Olympic Winter Games Milano Cortina 2026 begins on February 4th and runs until February 22nd.

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Tags: Olympics, tiktok, WBD