Warner Bros and TikTok Forge Olympic Content Partnership for Milan Cortina 2026

Warner Bros Discovery has entered a strategic partnership with TikTok as preparations accelerate for the Milan Cortina 2026 Winter Olympic Games.

Under the agreement, Warner Bros Discovery, the Olympic broadcast rights holder in several key markets, will collaborate with TikTok to distribute official short form Olympic content tailored to mobile first audiences. The partnership will focus on highlights, behind the scenes storytelling and athlete driven narratives designed to maximise engagement on social platforms.

The deal reflects the growing importance of social media in sports consumption, particularly among younger audiences who increasingly engage with major events through clips and creator-led content rather than traditional broadcasts alone.

For TikTok, the partnership provides access to premium Olympic footage and storytelling opportunities that align with its global scale and discovery driven model. For Warner Bros Discovery, it extends the reach of its Olympic coverage beyond linear and streaming platforms into high growth social ecosystems.

The collaboration is also expected to include creator activations and athlete partnerships, giving competitors new ways to connect with fans and build personal brands during the Games.

As rights holders seek to balance broadcast protection with audience expansion, the Warner Bros Discovery and TikTok agreement highlights how Olympic content strategies are evolving to reflect changing digital media habits ahead of Milan Cortina 2026.