Media and entertainment giant Warner Bros. Discovery (WBD) has announced a content partnership with popular short-form video platform TikTok for the upcoming Winter Olympic Games.
The tie-up will feature exclusive mobile-first video content from the localised channels of WBD’s pay-TV broadcasters TNT Sports and Eurosport hosted on TikTok throughout Milano Cortina 2026.
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WBD will partner with TikTok to “supercharge digital engagement around its games-time content while engaging younger audiences.”
The media heavyweight will provide 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 content creators, which WBD claims will generate “millions of impressions” for Eurosport and TNT Sports.
Scott Young, executive vice president 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 which can be consumed on our channels and platforms.
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By GlobalData“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, TikTok’s global head of sports, added: “Through TikTok GamePlan, we're able to support our broadcast partners in reaching new audiences and driving engagement with TNT Sports and Eurosport's coverage. It's about expanding the conversation around the games and bringing more people into the Olympic experience."
WBD’s live coverage of the Winter Olympics begins on February 4 and runs until February 22. Its streaming platforms, HBO Max (Europe) and Discovery (UK), will cover every event live while its linear channels Eurosport (Europe) and TNT Sports (UK and Ireland) will deliver additional games coverage.
WBD holds rights to the 2026 Winter Olympics as part of a long-term deal struck with the International Olympic Committee in 2023.
That agreement, beginning this year, covers four editions of the Olympics between 2026 and 2032 (winter and summer).
WBD secured rights as part of a joint bid with the European Broadcasting Union (EBU), the alliance of public service networks.
For TikTok, meanwhile, the move represents another collaboration with a major event after recently being named by world soccer’s governing body FIFA as its first preferred platform for the 2026 World Cup.
