X PARTNERS WITH WARNER BROS. DISCOVERY TO AMPLIFY MILANO CORTINA 2026 BUZZ ACROSS EUROPE
Collaboration unites X's real-time sports conversations with Eurosport and TNT Sports' premium Olympic Winter Games coverage, unlocking access to 90 million fans and viral moments
Milan/ London/ Paris: 29th January 2026 – X today announced a new landmark partnership with Warner Bros. Discovery (WBD), the home of the Olympics in Europe, ahead of the upcoming Olympic Winter Games Milano Cortina 2026.
The collaboration fuses X’s unrivalled real-time sports conversations with Eurosport (Europe) and TNT Sports’ (UK and Ireland) premium broadcast coverage of Milano Cortina 2026, delivering X users a front row seat to all the action from the Games.
X is where live sports discussions ignite and peak in real-time, supercharged by WBD’s comprehensive coverage of the Olympics with its platforms - including HBO Max (Europe) and discovery+ (UK) - being the only places to stream every event live.
Together, X and WBD are creating the ultimate fan destination for passionate audiences of figure skating, ice hockey, snowboarding, ski jumping and speed skating, among many other winter sports that traditionally draw big audiences.
Brands and advertisers get exclusive access to WBD’s ‘in-game’ and event clips, prioritised on X’s high-engagement feeds and localised for audiences in 11 markets* across Europe, enabling seamless ties with the most sought-after viral moments.
Scott Young, EVP at WBD Sports Europe, said: “Our partnership with X celebrates our position as the home of the Olympics in Europe and unmatched ability to connect millions of fans with the Games across all platforms. Fusing our premium, localised content with a leading global social platform such as X will amplify our storytelling approach, deliver real-time immersive fan experiences and generate unparalleled opportunities for brands at the heart of the Olympics conversation. We’re thrilled to deepen engagement with our comprehensive coverage of the Milano Cortina 2026 action for audiences across the continent to maximise reach and engagement.”
Mitchell Smith, Global Head of Content Partnerships at X said, “We are thrilled to partner once again with Warner Bros. Discovery, immersing our X users at the heart of all the action and viral frenzy from the Olympic Winter Games. For our advertising partners, this Amplify partnership unlocks unique opportunities to positively place their brand at the epicentre of the Olympics hype, forging authentic connections and powerful synergy with passionate fans and the most defining narratives of the Games.”
Brands gain access to a unique platform to connect with passionate sports fans as Olympic excitement sweeps Europe. Building on a successful Olympic Games Paris 2024 on X, which generated 2.4 trillion impressions, 8.2 billion sports posts, 221 billion video views, and 238 million organic posts from 23 million authors (up +40% vs. Tokyo Olympics 2020) - this Amplify tie-up positions X as the supreme amplifier for WBD's coverage.
*Italy, United Kingdom, France, Germany, Spain, The Netherlands, Denmark, Norway, Poland, Romania, Hungary.
**HBO Max will stream every event from Milano Cortina 2026 across Europe with discovery+ being the streaming platform in the UK.
Contacts
WBD Sports (Europe)
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