WBD launches Milano Cortina 2026 campaign

Warner Bros. Discovery has launched a campaign around its coverage of the Milano Cortina 2026 Winter Olympic Games.

Its in-house creative team worked with director Bart Timmer to produce a short video as part of a wider 360-degree campaign which will air on the broadcaster’s owned and operated linear, social and digital platforms across Europe. 

For the UK it pushes viewers to TNT Sports and discovery+, while across Europe it is on Eurosport and HBO Max in most territories. 

The film is set in an Alpine mountain village with local villagers waiting in anticipation for one of their own countrymen to compete at the Games. In the opening scene the viewer is introduced to different characters from the village - and meets the proud “Nonna”, who’s grandson is competing while families and neighbours watch on. As the atmosphere in the village reaches fever pitch, the locals gather to watch the curling live ahead of the first stone being thrown. However, disaster strikes when the broadcast inexplicably cuts to the alpine skiing.

All seems lost, until a quick-thinking young local switches to discovery+ and restores curling coverage with the crowd erupting in joy as their hometown hero makes a perfect shot. You can watch the UK version below. 

David Bernard-Bret, vice president – marketing, WBD Sports Europe, said: “For Milano Cortina 2026, we saw an opportunity to reimagine how fans experience the Olympics - bringing a fresh perspective to an event we all cherish. Our global campaign is designed to get European fans hooked on HBO Max by giving them what they’ve been asking for: real choice and control.

“‘Your Olympics. Your Way.’ isn’t just a tagline - it’s a promise. This time, fans get to follow the action wherever it takes them. I’m especially proud that this campaign was conceived and crafted entirely in-house by our brilliant creative and marketing teams. It’s a true reflection of our passion for sport, storytelling, and putting fans first.”