NBCUniversal announced a partnership with YouTube, Meta, and TikTok to send creators to the Milano Cortina 2026 Winter Olympics, marking the second collaboration between the companies for Olympic Games coverage.

The partnership will deploy creators to cover Team USA trials ahead of the February 6 opening ceremony and provide behind-the-scenes access during the Winter Games in Milan, Livigno, and Cortina, according to an NBCUniversal announcement.

The multi-platform program extends NBCUniversal’s reach to over 65 million social users, according to the company.

“The Olympic movement has never been stronger and as we look towards the upcoming Milan Cortina Winter Olympic Games, we are excited to once again partner with incredible creators and these powerful platforms to bring the stories of the athletes and the spirit of the Games to fans everywhere,” said Gary Zenkel, President of NBC Olympics.

Advertisers can partner with NBCUniversal to develop sponsored posts with select creators while they are in Italy, the company said.

Team USA Trials Coverage

YouTube and NBCUniversal will send creators and sports personalities to document Team USA trials before the Winter Games begin. The lineup includes creators Anwar Jibawi, Cleo Abram, and Alisha Marie, as well as Kylie Kelce, Olympians Adam Rippon and Tara Woodall, and Paralympian Hunter Woodall.

The team will document 40 Olympic and Paralympic hopefuls competing for Team USA spots across sports, including curling and ice skating. Creators will share content exclusively on their YouTube channels.

“Today, YouTube creators are the new all-access guides for fans of the Olympic Games,” YouTube VP of Sports & Entertainment Marketing Angela Courtin wrote in the blog post. “And creators aren’t just reporting on the Games; they’re translating the unfiltered energy, emotion, and achievement for a new generation.”

Winter Games Access

NBCUniversal’s Milan Cortina Creator Collective will give creators access to the Athlete Village and behind-the-scenes areas during the Winter Games. The company describes this as an Olympics first for creator access.

YouTube creators Alexa Riviera, Ashley Alexander, Jordan Howlett, MMG, Cleo Abram, and Olympian Tom Daley will cover the Games from the opening ceremony through the final medal count. Matt Rogers and Bowen Yang will film a special Olympics-themed season of their “Las Culturistas” podcast titled “Two Guys, Five Rings” on YouTube in partnership with NBCUniversal and iHeartMedia. Kylie Kelce will produce episodes of her Wave Original series “Not Gonna Lie” following Olympic hopefuls from trials to the Games in Milan.

Meta creators participating in the Milan Cortina Creator Collective include ATFrenchies, Carlo & Sarah, Hulett Brothers, Lionfield, QCP (Gianluca Conte), and Rylee Arnold. ATFrenchies is returning from the Paris 2024 Creator Collective.

TikTok creators include Anna Sitar, Ashley Yi, Joe Felixx, Mariah Rose, Molly Carlson, Nicolas Nuvan, and Trey Phills. Molly Carlson is returning from the Paris 2024 Creator Collective.

Previous Partnership Results

The partnership follows NBCUniversal’s first creator collaboration during Paris 2024, when the company assembled a “Paris Creator Collective” comprising 27 influential creators. That multi-platform program included partnerships with Meta, Overtime, Snapchat, TikTok, and YouTube. The Paris Creator Collective garnered nearly 300 million views across social platforms.

YouTube recorded 12 billion views of Olympics content during Paris 2024, with over 850 million unique viewers. Users watched over 40 billion minutes of Olympic content during the event, with connected TV viewing accounting for over 35% of total watch time.

The official Olympics YouTube channel gained over 1.1 million new subscribers during Paris 2024. More than 180 million unique viewers streamed Olympics content on connected TVs.

YouTube partnered with official broadcasters and the International Olympic Committee to bring over 30 creators to Paris 2024, providing alternative perspectives on the Games. Paris Olympics content registered a record 6.55 billion impressions across NBC Sports social channels by the end of the Games, according to the company.

Subscribe to Our Newsletter

Check Out Our Podcast