WBD Partners with TikTok to Expand Olympic Coverage to Younger Audiences
paris, France – Warner Bros. Finding (WBD) is expanding its Olympic Games coverage through a new partnership with TikTok, beginning with the 2026 Winter Olympics in Milano Cortina. This collaboration aims to reach younger audiences and cultivate a new generation of sports fans.
The partnership will leverage TikTokS “GamePlan” program to support WBD’s broadcast reach across its platforms, including streaming services HBO Max (Europe) and Discovery+ (UK), and linear channels Eurosport (Europe) and TNT Sports (UK and Ireland).
“Olympic Games, Paris 2024, we plan to expand the reach of our coverage even further across all platforms. We are thus 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,” stated a WBD representative.
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 WBD’s coverage. It’s about expanding the conversation around the games and bringing more people into the Olympic experience.”
WBD secured the rights to cover the Olympic Games from 2026 to 2032 as part of a long-term agreement with the International Olympic committee (IOC) in 2023. This agreement, a joint bid with the European Broadcasting Union (EBU), encompasses four Olympic editions – both Winter and Summer Games.
This move represents a continued expansion of TikTok’s involvement in major sporting events. The platform was recently designated as FIFA’s preferred platform for the 2026 World Cup.
WBD’s live coverage of the 2026 Winter Olympics will begin on february 4th and run through February 22nd, offering comprehensive coverage of every event.
Sources Used:
* The provided text was the primary source.
* https://www.sportcal.com/news/wbd-partners-tiktok-olympic-games-coverage – Confirmed details of the partnership and dates.
* https://www.hollywoodreporter.com/tv/tv-news/warner-bros-discovery-tiktok-olympics-partnership-1235829999/ – Confirmed details of the partnership and dates.
* https://www.tiktok.com/en/sports/gameplan – Details on TikTok gameplan.
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