Warner Bros. Discovery, TikTok to Deliver 2026 Winter Olympics Content to New Audiences
Warner Bros. Discovery (WBD) is set to enhance the experience of the Olympic Winter Games Milano Cortina 2026 through a unique collaboration with the beloved Looney Tunes characters. This initiative promises to deliver engaging content, live moments, and original collaborations that celebrate the spirit of the Games.
Celebrating the Looney Tunes Legacy
The integration of the Looney Tunes into the Olympic stage continues a rich tradition that spans nearly a century. From iconic moments like Bugs Bunny dominating the basketball court to Wile E. Coyote’s ingenious contraptions, these characters have become synonymous with sports and comedy. Their evolution in sporting culture reached a pinnacle with the release of Space Jam, further solidifying their status in athletic entertainment.
Live Moments and Activations
Milan will showcase the Looney Tunes through two major live events. Fans can expect to see a visually stunning installation designed to connect them with the Olympic streaming experience available on HBO Max. Additionally, a newly designed Official Olympic Pin Trading Center will feature a Looney Tunes theme and will be open from February 6 to 22 at Via Carlo de Cristoforis 1.
Strategic Collaborations
Collaborations with top brands will enhance the cultural presence of the Looney Tunes during the Games. Warner Bros. Discovery Global Consumer Products (WBDGCP) is partnering with Burton to unveil a special Looney Tunes collection, details of which will be disclosed in early February. Furthermore, a joint effort with United Colors of Benetton will produce an exclusive kids’ Olympic Collection that embodies the dynamic spirit of the Looney Tunes and Olympic values.
Broadcast and Streaming Integration
The reach of the Looney Tunes will also extend through broadcast and streaming channels, including Eurosport and TNT Sports. These platforms will host Olympic coverage, featuring regular segments such as “Looney Tunes: Sports Made Simple” and “Sports Talk with Bugs Bunny.” These segments will introduce Bugs Bunny as a guest interviewer, adding a fun twist to the coverage.
Daily Watch Party
To further engage viewers, WBD will launch a daily segment called the Looney Tunes Watch Party. Hosted by Bugs Bunny, this character-driven segment will highlight top Olympic moments with the franchise’s trademark humor. It will be available across various linear and digital platforms, contributing a family-friendly atmosphere to the Olympic viewing experience.
Comprehensive Content Rollout
The content strategy for the Olympic Games includes a multi-channel approach. Looney Tunes features will be broadcast on Eurosport and Cartoon Network while also appearing at the Pin Trading Center. Digital platforms will host content on Eurosport, The Looney Tunes, and WB Kids social media channels. This content will be localized in numerous languages, making it accessible to a global audience.
Conclusion
Warner Bros. Discovery’s innovative plans for the 2026 Winter Olympics promise to create a memorable experience for fans of all ages. By merging the iconic Looney Tunes with the spirit of the Games, WBD aims to inspire a new generation through sport and entertainment.
