Warner Bros. Discovery (WBD) is partnering with Elon Musk’s X at the upcoming Winter Olympics in Italy.
WBD will share exclusive behind-the-scenes video content and certain highlights footage on X channels throughout the games, while X handles will include Eurosport, TNT Sports and HBO Max branded channels. The pair will also hand brands and advertisers access to WBD’s ‘in-game’ and event clips, which will be prioritized on X’s feeds and localized for audiences in markets across Europe. The partnership follows a similar one from the Paris Olympic games, which X said 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 said that the collaboration will “fuse” X’s “real time sports conversations” with WBD networks and streamers like HBO Max, Eurosport and TNT Sports.
The winter olympics, which take place February 6 to 22 in Milan and will feature stars like American snowboarder Chloe Kim and figure skater Ilia Malinin, are being streamed on HBO Max across Europe and Discovery+ in the UK. Local broadcasters use the same feed from the olympics.
WBD has also partnered with TikTok on the upcoming games. This tie-up will see WBD deliver behind-the-scenes content, analysis and other vertical video to the personalized feeds of TikTok users in Italy, France, Germany, Spain and the UK – all monetized through TikTok’s Pulse Premiere programme.
Scott Young, EVP at WBD Sports Europe, said: “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, localised 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 global content partnerships, added: “For our advertising partners, this Amplify partnership unlocks unique opportunities to positively place their brand at the epicentre of the Olympics hype, forging authentic connections and powerful synergy with passionate fans and the most defining narratives of the Games.”
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