Warner Bros. Finding (WBD) and TikTok are teaming up to bring Olympic content to a wider audience, notably those who spend significant time on the popular short-form video platform.
- WBD will provide behind-the-scenes content, analysis, and vertical video specifically for TikTok.
- Content will be available to users in Italy, France, Germany, Spain, and the UK.
- The partnership leverages TikTok’s Pulse Premiere program for monetization.
- WBD anticipates “millions of impressions” for Eurosport and TNT Sports through content creators.
WBD plans to deliver behind-the-scenes glimpses, insightful analysis, and dynamic vertical video content directly to the personalized feeds of TikTok users across Italy, France, Germany, Spain, and the UK.This content will be monetized through TikTok’s Pulse Premiere program.
“The Olympic Games represent a unique cultural moment in time and are unmatched in their ability to captivate the attention of audiences everywhere,” said Scott Young, executive vice president at WBD Sports Europe. “Our coverage is exhaustive and we will leave no stone unturned in our pursuit of telling every story from every event and every athlete, all which can be consumed on our channels and platforms.”
Young added that, building on the success of Paris 2024, WBD is “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.”
TikTok’s Expanding Sports Portfolio
Rollo Goldstaub, TikTok’s global head of sports, emphasized the platform’s role in expanding the reach of the Games. “Through TikTok gameplan, we’re able to support our broadcast partners in reaching new audiences and driving engagement with TNT Sports and Eurosport’s coverage. It’s about expanding the conversation around the games and bringing more people into the Olympic experience.”
WBD’s extensive live coverage of the winter Olympics will run from February 4 to February 22. Viewers can access every event live through streaming platforms HBO Max (europe) and Discovery (UK), with additional coverage available on Eurosport (Europe) and TNT Sports (UK and Ireland).
WBD secured the rights to broadcast the 2026 Winter Olympics through a long-term agreement with the International Olympic Commitee in 2023. This agreement encompasses four Olympic editions – both winter and summer – between 2026 and 2032.
The rights were obtained as part of a joint bid with the European Broadcasting Union (EBU), a consortium of public service networks.
This move for tiktok follows a recent declaration naming it as the preferred platform for the 2026 World Cup by FIFA, the governing body of world soccer.
