Warner Bros. Discovery Joins Forces with Elon Musk’s X for the Winter Olympics in Italy
Warner Bros. Discovery (WBD) has announced a collaboration with Elon Musk’s company, X, for the forthcoming Winter Olympics in Italy. This partnership will involve sharing exclusive video content and highlight reels on various X channels throughout the duration of the games. Additionally, channels such as Eurosport, TNT Sports, and HBO Max will be part of X’s offerings. This strategic alliance will also provide brands and advertisers the opportunity to feature WBD’s exclusive event clips and behind-the-scenes footage, which will receive prominent placement on X’s feeds tailored for European markets. This follows their previous successful partnership during the Paris Olympic games, where X reported substantial engagement metrics including 2.4 trillion impressions and 221 billion video views.
The collaboration aims to blend real-time sports discussions from X with content from WBD’s network of channels and streaming services, including HBO Max, Eurosport, and TNT Sports.
Streaming Details and Additional Partnerships
The Winter Olympics are scheduled from February 6 to 22 in Milan, featuring prominent athletes such as American snowboarder Chloe Kim and figure skater Ilia Malinin. Viewers across Europe can stream the events on HBO Max, while those in the UK have access via Discovery+. Local broadcasters will also share this feed.
In addition to their partnership with X, WBD is working with TikTok to bring behind-the-scenes content, analyses, and other specialized video formats to TikTok users in Italy, France, Germany, Spain, and the UK. This content will be monetized through TikTok’s Pulse Premiere program.
Executive Insights
Scott Young, EVP of WBD Sports Europe, commented on the partnership, highlighting it as a celebration of WBD’s prominent role as the European home of the Olympics. He emphasized that merging their premium, localized content with X’s global social platform will enhance their storytelling capabilities, offer immersive real-time experiences to fans, and open up unprecedented opportunities for brands during the Olympics.
Mitchell Smith, X’s global head of content partnerships, remarked on the benefits for advertising partners, noting that this partnership with Amplify will provide unique opportunities for brands to significantly engage with the Olympic audience. He stressed the importance of creating authentic connections and aligning with the most impactful narratives of the games.
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