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Warner Bros. Ties Winter Games to HBO Max Launch
5 Feb
Summary
- Warner Bros. Discovery is the official broadcaster of the Milan Cortina Winter Olympics.
- HBO Max will launch in Europe alongside the Olympic games.
- The Olympics are considered premium content, integrated into the HBO Max package.
The Milan Cortina Winter Olympics hold significant importance for Warner Bros. Discovery, as it is the official European broadcaster and HBO Max will complete its regional launch during the event. The conglomerate will broadcast 865 hours of live Olympic coverage across 15 venues, including new sports like ski mountaineering.
As the games commence, HBO Max's rollout in Europe is finalized, with Olympic content positioned as premium, integral to the main subscription package. This strategy is crucial for subscriber acquisition and brand alignment with the Olympic rings, according to Alessandro Araimo, Warner Bros. Discovery Southern Europe chief.
Eurosport serves as HBO Max's dedicated sports offering for the Olympics, ensuring consistent editorial quality. The 'Made in Italy' theme is expected to be prominent in the opening ceremony, which will feature both Hollywood and Italian stars. A unique aspect will be the simultaneous lighting of two Olympic Cauldrons in Milan and Cortina.
