"X has announced a new partnership with Warner Brothers Discovery (WBD) for coverage of the upcoming Winter Olympics, with the deal enabling X to share exclusive Winter Olympics content with audiences in Europe and the U.K. That'll also provide more opportunities for marketing tie-ins and promotions, as X looks to capitalize on the popularity of sports in the app."
"The collaboration fuses X's unrivaled real-time sports conversations with Eurosport (Europe) and TNT Sports' (UK and Ireland) premium broadcast coverage of Milano Cortina 2026, delivering X users a front row seat to all the action from the Games. X is where live sports discussions ignite and peak in real-time, supercharged by WBD's comprehensive coverage of the Olympics with its platforms - including HBO Max (Europe) and discovery+ (UK) - being the only places to stream every event live."
X partnered with Warner Brothers Discovery to share exclusive Winter Olympics content with audiences in Europe and the UK. The agreement grants X access to WBD in-game and event clips through X's Amplify offering, prioritized on high-engagement feeds and localized across 11 European markets. Eurosport (Europe) and TNT Sports (UK and Ireland) will provide premium broadcast coverage of Milano Cortina 2026, while HBO Max (Europe) and discovery+ (UK) will be the only platforms streaming every event live. The partnership creates marketing tie-ins and promotions as X leverages sports popularity and real-time engagement.
Read at Social Media Today
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