NBCUniversal to send 25-plus creators to Milan 2026 Winter Games

NBCUniversal is deploying over 25 social media creators from YouTube, Meta’s Instagram, and TikTok to cover the 2026 Winter Olympics in Milan and Cortina, Italy, featuring personalities like Cleo Abram, Kylie Kelce, and Bowen Yang.hollywoodreporter
The initiative builds on the success of NBCUniversal’s Paris 2024 Creator Collective, which generated nearly 300 million views across social platforms and helped achieve 6.55 billion total impressions across NBC Sports’ social channels.hollywoodreporter
Select YouTube creators will gain unprecedented access to the athlete village and previously restricted venues, while advertisers can partner with NBCUniversal to develop sponsored content with creators during the February 6-22, 2026 Games.hollywoodreporter

NBCUniversal Deploys 25-Plus Creators for Milan 2026 Winter Olympics Coverage

NBCUniversal announced Tuesday that more than 25 social media creators will travel to northern Italy next February to cover the 2026 Winter Olympics, marking a significant expansion of the media company’s strategy to reach younger audiences through digital influencers.hollywoodreporter

The “Milan Cortina Creator Collective” will feature personalities from YouTube, Meta’s Instagram, and TikTok, including science communicator Cleo Abram, podcaster Kylie Kelce, and comedians Bowen Yang and Matt Rogers, co-hosts of the “Las Culturistas” podcast. In an unprecedented move, select YouTube creators will gain access to the athlete village and other previously restricted venues—a first for Olympic coverage.variety

Building on Paris Success

The initiative follows NBCUniversal’s Paris 2024 Creator Collective, which generated nearly 300 million views across social platforms. The Paris Olympics produced a record 6.55 billion impressions across NBC Sports’ social channels by the end of the Games.hollywoodreporter

“YouTube creators play a vital role in global cultural events,” stated Angela Courtin, vice president of sports and entertainment marketing at YouTube. The platform captured 12 billion views of Olympics content during Paris 2024, with more than 850 million unique viewers.blog

Several fan favorites from Paris are returning, including ATFrenchies, Molly Carlson, and Matthew Meager (MMG), alongside newcomers like Anna Sitar and Gianluca Conte (QCP). Olympic diver Tom Daley and other athletes-turned-creators round out the roster.variety

Multi-Platform Strategy

The creators will receive “unprecedented access to athletes and competitions” throughout northern Italy, with some visiting Olympic clusters in Milan, Cortina, and Livigno. NBCUniversal is marketing opportunities for advertisers to develop sponsored content with select creators during the Games.variety

Yang and Rogers will produce a new season of their “Two Guys, Five Rings” podcast in partnership with iHeartMedia, reprising their popular Paris Olympics series. Kylie Kelce will take her YouTube series “Not Gonna Lie” on the road, documenting Olympic hopefuls from Team USA trials through the Games.nbcuniversal

“Creators involved in our program will once again provide their audiences with a distinctive and engaging viewpoint that will highlight everything from winter sports to Italian cuisine, fashion, and more,” said Gary Zenkel, president of NBC Olympics.yahoo

The 2026 Winter Olympics are scheduled for February 6-22, 2026, across venues in Milan, Cortina, and surrounding areas.variety