Warner Bros. Discovery and TikTok have struck a new partnership that will see exclusive mobile-first video content presented to viewers around Europe throughout the Olympic Winter Games Milano Cortina 2026 on TNT Sports and Eurosport’s localised channels.
WBD said it would partner with TikTok to “supercharge digital engagement around its Games-time content while engaging younger audiences”.
According to research conducted by Ipsos for TikTok, some 85% of fans use TikTok as a second-screen experience during live events, with users 42% more likely to tune in to live matches and sports events after watching content on the platform. WBD is keen to 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 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 known to users and 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, WBD said.
Scott Young, EVP at WBD Sports Europe, said: “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 of 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 said: “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.”
Read more SVG and SVG Europe’s Milano Cortina 2026 coverage here
