WBD and X Strike Content Partnership for Milan Winter Olympics

Warner Bros. Discovery is expanding its social media footprint around the upcoming Winter Olympics in Italy through a new partnership with Elon Musk’s X.

Under the agreement, WBD will distribute behind-the-scenes video and select highlights from the Games across X throughout the event, with dedicated Eurosport, TNT Sports and HBO Max handles activated on the platform. Brands and advertisers will also gain access to WBD’s in-game and event clips, which will be prioritized in users’ feeds and localized for audiences across multiple European markets.

The collaboration builds on a similar partnership during the Paris Olympics, which X says generated outsized engagement across the platform, including trillions of impressions and billions of sports-related posts and video views.

WBD and X said the initiative is designed to combine X’s real-time sports conversation with WBD’s broadcast and streaming ecosystem, including HBO Max, Eurosport and TNT Sports, positioning social engagement as a central pillar of the company’s Olympics strategy.

The Winter Olympics will run from Feb. 6–22 in Milan and will feature marquee athletes such as American snowboarder Chloe Kim and figure skating standout Ilia Malinin. Coverage will stream on HBO Max across Europe and on Discovery+ in the U.K., with local broadcasters utilizing a shared Olympic feed.

Separately, WBD has also struck a partnership with TikTok tied to the Games. That deal will see the company deliver behind-the-scenes footage, analysis and vertical video content to users in Italy, France, Germany, Spain and the U.K., monetized through TikTok’s Pulse Premiere program.

“Our partnership with X underscores our role as the home of the Olympics in Europe and our ability to reach fans wherever they are,” said Scott Young, executive vice president of WBD Sports Europe. “By pairing our premium, localized content with a global social platform, we can enhance real-time engagement, deepen storytelling and create meaningful opportunities for advertisers.”

Mitchell Smith, X’s global head of content partnerships, added that the collaboration places brands “at the center of the Olympics conversation,” allowing them to connect directly with fans and the defining moments of the Games.