WBD & TikTok bring the Looney Tunes to the Olympic Winter Games

Warner Bros. Discovery (WBD) has partnered with TikTok to deliver exclusive mobile-first video content to sports fans across Europe during the Olympic Winter Games Milano Cortina 2026 on TNT Sports and Eurosport.

Reaching younger audiences

As the Home of the Olympics in Europe, WBD will use TikTok to boost digital engagement and reach younger viewers. With TikTok widely used as a second screen during live sports, the partnership aims to increase awareness and viewership of WBD’s premium Olympic coverage.

Targeted Olympic content

WBD will distribute behind-the-scenes footage, analysis and engaging vertical videos to TikTok users in Italy, France, Germany, Spain and the UK. The content will feature familiar voices, tap into platform trends and be monetised via TikTok’s Pulse Premiere programme.

Executive perspectives

Scott Young, EVP at WBD Sports Europe, highlighted the Olympics as a unique cultural moment and said the partnership builds on the success of Paris 2024 to extend reach and inspire younger fans. TikTok’s Global Head of Sports Rollo Goldstaub added that the collaboration will expand the Olympic conversation and connect new audiences with TNT Sports and Eurosport’s coverage.

Where to watch

WBD’s coverage of Milano Cortina 2026 runs from 4–22 February. HBO Max (Europe) and discovery+ (UK) will stream every event live, while Eurosport and TNT Sports will provide extensive linear coverage across Europe and the UK.

Source: https://media.wbdsports.com/post/warner-bros-discovery-and-tiktok-set-to-bring-olympic-winter-gam