Warner Bros. Discovery Teams Up with X for the Winter Olympics

Warner Bros. Discovery Partners with Elon Musk’s X for Winter Olympics Coverage

Warner Bros. Discovery (WBD) has announced a collaboration with Elon Musk’s social media platform X for the upcoming Winter Olympics in Italy. This partnership aims to enhance viewer engagement by sharing exclusive behind-the-scenes video content and selected highlights on various X channels during the event. Featured channels will include Eurosport, TNT Sports, and HBO Max.

The initiative will also provide brands and advertisers access to WBD’s in-game and event clips, which will be prioritized on X’s feeds and localized for European audiences. This collaboration builds on a successful partnership during the Paris Olympics, which generated 2.4 trillion impressions, 8.2 billion sports posts, 221 billion video views, and 238 million organic posts from 23 million authors.

WBD and X described their partnership as a way to “fuse” X’s “real time sports conversations” with the extensive reach of WBD’s networks, including HBO Max, Eurosport, and TNT Sports.

The Winter Olympics will take place from February 6 to 22 in Milan, featuring prominent athletes such as American snowboarder Chloe Kim and figure skater Ilia Malinin. HBO Max will stream the event across Europe, while Discovery+ will offer coverage in the UK, with local broadcasters utilizing the same Olympic feed.

In addition, WBD has established a partnership with TikTok for the games. This collaboration will allow WBD to deliver behind-the-scenes content, analysis, and vertical videos tailored for TikTok users in Italy, France, Germany, Spain, and the UK, all of which will be monetized through TikTok’s Pulse Premiere program.

Scott Young, Executive Vice President at WBD Sports Europe, emphasized the significance of the partnership, stating, “Our partnership with X celebrates our position as the home of the Olympics in Europe and unmatched ability to connect millions of fans with the Games across all platforms. Fusing our premium, localized content with a leading global social platform such as X will amplify our storytelling approach, deliver real-time immersive fan experiences and generate unparalleled opportunities for brands at the heart of the Olympics conversation.”

Mitchell Smith, X’s Global Head of Content Partnerships, also noted, “For our advertising partners, this Amplify partnership unlocks unique opportunities to positively place their brand at the epicenter of the Olympics hype, forging authentic connections and powerful synergy with passionate fans and the most defining narratives of the Games.”