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Stars Unite for 2026 Winter Olympics Coverage
2 Dec
Summary
- Social media stars will expand 2026 Winter Olympics coverage beyond traditional TV.
- A creator program for the 2024 Paris Olympics generated over 300 million video views.
- NBCUniversal has media rights for Olympic Games through 2036.
NBCUniversal is set to redefine sports broadcasting by integrating social media influencers into its coverage of the 2026 Winter Olympic Games in Milan and Cortina. This strategy, replicating a successful model from the 2024 Paris Olympics, aims to capture younger demographics through creators who will offer unique, on-the-ground perspectives. The program, dubbed the 'Milan Cortina Creator Collective,' will partner with platforms like YouTube, Instagram, and TikTok to reach a wider audience.
The previous "Paris Creator Collective" achieved significant engagement, amassing over 300 million video views. For the upcoming Winter Games, the collective will expand to over 20 creators, including familiar faces from Paris and new additions, promising a diverse range of content. These influencers will receive unprecedented access to athletes and events, capturing not only the competitions but also the broader cultural experiences of Italy, including fashion and food.
This expanded coverage strategy aligns with NBCUniversal's long-term vision, as the company holds the U.S. media rights for the Olympic Games through 2036. The initiative also presents opportunities for advertisers to engage with creator-led sponsored content, further amplifying the reach and impact of the Milan Cortina Winter Olympics.
