As the world turns its attention to the Olympic Winter Games Milano Cortina 2026, Warner Bros. Discovery (WBD) is once again bringing the Looney Tunes to the Olympic stage and kicking off the Games with a presence that spans live moments, product collections, collaborations, and original content.

For nearly a century, sports have been woven into the very DNA of the Looney Tunes. From Bugs Bunny outsmarting foes on the basketball court to Wile E. Coyote engineering contraptions worthy of a high intensity training regimen, the characters have long used athletic moments as a backdrop for their signature humor and physical comedy.

That legacy reached new heights with Space Jam, which cemented the Looney Tunes as cultural fixtures in the world of sports and continued in 2024 with the Olympic licensing collections that celebrated the characters and the Olympic values on a global stage. Their presence in 2026 is a continued evolution— combined with the Olympic Rings as well as messages promoting the power of sport to unite people and inspire new generations.

Live Moments & On-Site Activations
In Milan, the Looney Tunes will appear in fun, irreverent ways unique to the brand. Two major live moments anchor their presence: a hyper visual installation that playfully connects fans to the Olympic streaming experience on HBO Max, and the Official Olympic Pin Trading Center, redesigned with a Looney Tunes look and feel through a licensing collaboration between Warner Bros. Discovery, Honav USA, and the IOC.

The center will be open February 6–22 at Via Carlo de Cristoforis 1.

Strategic Collaborations
Strategic collaborations will also play a major role in the Looney Tunes cultural presence throughout the Games. Warner Bros. Discovery Global Consumer Products (WBDGCP) will unveil a surprise Looney Tunes–inspired collaboration with Burton, the world’s leading snowboarding brand, with details to be revealed in early February.

In addition, United Colors of Benetton, together with WBDGCP and the IOC, has launched an exclusive kids’ Olympic Collection capsule that merges the Looney Tunes spirit, Olympic values, and Benetton’s multicolored identity Broadcast & Streaming Integration The Looney Tunes Winter Olympics Games presence will also extend into broadcast and streaming through Eurosport and TNT Sports*, whose Olympics coverage will be available across WBD’s platforms in mainland Europe and the UK & Ireland, including HBO Max, as the service launches in Italy.

The collaboration will include recurring content features such as “Looney Tunes: Sports Made Simple” and “Sports Talk with Bugs Bunny,” where Bugs Bunny appears as a guest interviewer during coverage.

Daily Watch Party
WBD will further spotlight the Looney Tunes during its daily Olympic Winter Games coverage with the Looney Tunes Watch Party, a character driven segment hosted by Bugs Bunny that highlights the day’s top moments with the franchise’s signature humor. Airing across linear and digital platforms, the Watch Party adds a playful, family friendly layer to the Olympic experience.

Content Rollout
Content throughout the Games will roll out across linear, digital, and on-the-ground channels. The Looney Tunes features will air across Eurosport and Cartoon Network, appear on screens at the Pin Trading Center and publish across digital platforms including Eurosport, The Looney Tunes, and WB Kids social and video channels. Content will be localized across multiple languages to reach audiences worldwide. 

*Availability of the Olympic Winter Games Milano Cortina 2026 across Europe on WBD’s channels and platforms Eurosport: pan-European premium television coverage excluding the UK and Ireland TNT Sports: premium television coverage in the UK and Ireland. HBO Max: streaming of every event produced from the Winter Olympics in all plans in Albania, Andorra, Armenia, Austria, Belgium, Bosnia, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Israel, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, North Macedonia, Malta, Moldova, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine. discovery+: streaming of every event feed from the Winter Olympics in all plans in the United Kingdom, Ireland, Germany and Austria, Select plans in Norway and Sweden; and in Italy on the Sport tier only. Poland: Streaming Eurosport 1 and 2 in Poland in the Live TV plan.