By Mallory Mattingly
NBCUniversal confirmed on-the-ground media coverage for the 2026 Winter Olympics from Instagram, YouTube and TikTok creators.
“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,” Gary Zenkel, President, NBC Olympics, said in a statement. “Creators participating in our program will once again offer their communities a unique and engaging perspective that will further showcase everything from the wintry competitions to Italian food, fashion and more, all in celebration of the Winter Olympics.”
The creators include “Paris fan favorites ATFrenchies, Molly Carlson and Matthew Meager (MMG), as well as new additions including Kylie Kelce, Anna Sitar, Gianluca Conte (QCP) and more. Additionally, comedians and co-hosts of the popular ‘Las Culturistas’ podcast, Matt Rogers and Bowen Yang, will join the Milan Cortina Creator Collective and film a new Winter Games season of the original ‘Two Guys, Five Rings’ podcast, in partnership with iHeart Media, which they last hosted during the 2024 Paris Olympic Games.”
A full list of the creators includes:
- Alexa Rivera, @alexarivera
- Ashley Alexander, @urmomashley
- Bowen Yang & Matt Rogers, “Las Culturistas,” @lasculturiastas
- Cleo Abram, @cleoabram
- Kylie Kelce, “Not Gonna Lie with Kylie Kelce,” @nglwithkylie
- Jordan Howlett, @jordan_the_stallion8
- Matthew Meager, @mmg69
- Tom Daley, @tomdaley
- Anna Sitar, @annaxsitar
- Ashley Yi, @ashyizzle
- Joe Felixx, @joe.felixx
- Mariah Rose, @mariahcrose
- Molly Carlson, @mollycarlson
- Nicolas Nuvan, @nicolasnuvan
- Trey Phills, @tphills
- ATFrenchies, @atfrenchies
- Carlo & Sarah, @carloandsarah
- Hulett Brothers, @hulett_brothers
- Lionfield, @lionfieldmusic
- QCP (Gianluca Conte), @itsqcp
- Rylee Arnold, @ryleearnold1
Related: Winter Olympics Ratings Plummet While Tensions With China Rise
NBCUniversal found great success with creators for the Paris 2024 games.
“All told, Paris Olympics content registered 6.55 billion impressions across NBC Sports social channels by the end of the games. The Paris Creator Collective specifically garnered over 300 million views across social platforms, according to NBCU,” Variety said.
The Winter Olympics are set to air on NBC Sports Feb. 6-22, 2026. The Paralympic Games will take place March 6-15, 2026.
They will occur “from Milan to Cortina with events taking place across multiple venues and regions. This will be the second time the Olympics are held in Cortina (1956 Olympic Winter Games) and the fourth time overall that Italy has hosted an Olympic Games (1960 Rome Olympics and 2006 Olympic Winter Games in Torino, which is the last time there was a Winter Games in the Central European Time Zone).”
NBCUniversal hopes to follow up the 2024 Paris Olympics record viewership next year in Italy. Pulling popular content creators will certainly draw an even bigger audience.
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