Brands and advertisers will get exclusive access to clips from Eurosport and TNT Sports coverage
Warner Bros. Discovery has partnered with X to promote its coverage of the 2026 Milano Cortina Winter Olympic Games.
Clips from Eurosport and TNT Sports’ coverage will be exclusively available to brands and advertisers on the social media platform, and also prioritised by the X algorithm in Italy, United Kingdom, France, Germany, Spain, the Netherlands, Denmark, Norway, Poland, Romania, and Hungary.
The Paris Olympic Games in 2024 generated 2.4 trillion impressions, 8.2 billion sports posts, 221 billion video views, and 238 million organic posts from 23 million authors.
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.”
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