The deal will see exclusive vertical video and behind-the-scenes Olympic content distributed on TikTok across five European markets.
Warner Bros. Discovery (WBD) has struck a new partnership with TikTok that will see exclusive, mobile-first Olympic Winter Games content distributed on the social platform during Milano Cortina 2026, as the broadcaster looks to extend its reach beyond traditional broadcast and streaming audiences.
Under the agreement, announced on January 28, vertical video content produced by WBD’s sports brands will be hosted exclusively on TikTok throughout the Games, with a focus on behind-the-scenes access, analysis and culturally driven storytelling. The content will be delivered via personalised feeds to users in Italy, France, Germany, Spain and the UK, and monetised through TikTok’s Pulse Premiere programme.
For WBD, the partnership forms part of a broader strategy to maximise the digital footprint of its Olympic rights at a time when younger audiences are increasingly engaging with major sporting events through short-form platforms rather than linear television alone.
Scott Young, EVP at Warner Bros. Discovery Sports Europe, described the Olympic Games as “a unique cultural moment in time”, adding that the company’s ambition is to ensure that “every story from every event and every athlete” is surfaced across its platforms.
“Our coverage is exhaustive,” Young said, noting that consumption would span WBD’s owned channels and digital outlets. “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.” He added that the TikTok partnership would “open up the Games for younger audiences while inspiring a whole new generation of sports fans”.
The collaboration also reflects TikTok’s continued push to position itself as a key second-screen destination for live sport. According to WBD, a significant proportion of fans now use TikTok alongside live events, with exposure on the platform increasing the likelihood that users will tune in to live coverage.
Rollo Goldstaub, Global Head of Sports at TikTok, said the Olympic Winter Games “captivate audiences like no other event”, arguing that the platform has become a central hub for communal sports moments. “TikTok is where millions of fans come together to celebrate those moments,” he said.
Model under threat?
The deal arrives at a sensitive moment for TikTok globally, particularly in the US, where the platform has faced mounting regulatory pressure over data governance and ownership structures.
While the Milano Cortina partnership is focused squarely on European audiences, it underlines TikTok’s determination to deepen its role in premium sports distribution markets outside the US, where it continues to secure partnerships with major rights-holders and broadcasters.
For WBD, the agreement builds on an existing digital-first approach to Olympic coverage. As the Home of the Olympics in Europe, the group has increasingly emphasised platform-specific storytelling alongside its core broadcast output, using social and short-form video to funnel attention back towards live rights and long-form viewing.
WBD’s coverage of the Olympic Winter Games Milano Cortina 2026 will run from February 4-22. Every event will be available live on its streaming platforms, including HBO Max in Europe and discovery+ in the UK, while its linear networks, including Eurosport and TNT Sports, will provide comprehensive Games-time coverage.
