WARNER BROS. DISCOVERY TEAMS UP WITH X FOR WINTER OLYMPICS . (PHOTO ).

Warner Bros. Discovery teams up with X for Winter Olympics 

Warner Bros. Discovery (WBD) is joining forces with Elon Musk’s X for coverage of the upcoming Winter Olympics in Milan, Italy. The collaboration will see WBD share exclusive behind-the-scenes content and select highlights on X channels, while X-branded feeds will feature Eurosport, TNT Sports, and HBO Max content. Advertisers will gain access to WBD’s event clips and in-game footage, which will be prioritized on X and tailored for audiences across European markets. This partnership follows a similar arrangement during the Paris Olympics, which reportedly generated trillions of impressions and billions of video views.

The collaboration aims to merge X’s real-time sports conversations with WBD’s networks and streaming platforms, including HBO Max, Eurosport, and TNT Sports. The Winter Olympics, running February 6–22, will feature stars like American snowboarder Chloe Kim and figure skater Ilia Malinin, with streaming available via HBO Max in Europe and Discovery+ in the UK, while local broadcasters will use the same feed. WBD has also teamed up with TikTok to deliver behind-the-scenes content and vertical video to users in Italy, France, Germany, Spain, and the UK, monetized through TikTok’s Pulse Premiere program. WBD executives highlighted that the partnerships will enhance fan experiences, amplify storytelling, and create major opportunities for brands during the Olympics.