Warner Bros. Discovery is expanding its social media footprint around the Olympic Games through a new partnership with Elon Musk’s X ahead of the upcoming Winter Olympics in Italy.
According to a report by Deadline, the collaboration will place Warner Bros. Discovery’s sports and entertainment brands directly into X’s real-time Olympic conversation, with exclusive behind-the-scenes content, select highlights and event clips distributed across multiple X channels during the Games.
Branded handles for Eurosport, TNT Sports and HBO Max will serve as key distribution hubs throughout the competition.
Under the agreement, X will prioritize Warner Bros. Discovery’s Olympic-related content across its feeds, with localized versions tailored for audiences throughout Europe. Advertisers and brand partners will also gain access to in-game moments and premium event footage, allowing campaigns to align directly with live Olympic action and trending conversations.
The deal builds on momentum from a similar partnership during the Paris Olympics, when X reported massive engagement across its platform. According to the company, the Summer Games generated trillions of impressions, billions of sports-related posts and hundreds of billions of video views, highlighting the growing influence of social platforms in shaping how fans consume major global sporting events.
Executives from both companies framed the partnership as a strategic blend of premium sports rights and real-time digital engagement. Warner Bros. Discovery emphasized its position as the primary home of the Olympics across Europe, while X highlighted its role as a central hub for live sports discussion and cultural moments.
Scott Young, executive vice president at WBD Sports Europe, said the partnerships reinforce the company’s ability to reach fans wherever they consume content. He noted that combining premium, localized storytelling with global social platforms creates new opportunities for immersive fan engagement and brand integration during the Games.
X’s global head of content partnerships Mitchell Smith echoed that sentiment, pointing to the value advertisers gain by aligning with live Olympic moments. He said the collaboration places brands at the center of the Games’ most compelling narratives while fostering authentic connections with passionate sports fans.
The Winter Olympics will run from February 6 through February 22 in Milan.
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