NBCU’s 2026 Winter Olympics in Italy Will Feature On-the-Ground Coverage From More Than 20 YouTube, Instagram, TikTok Creators
NBCUniversal is tagging prominent social-media stars to expand its coverage of the 2026 Winter Olympics from Italy beyond NBC TV and Peacock — betting that the likes of Bowen Yang and Kylie Kelce can help bring the games to younger audiences.
It’s a reprise of the NBCU creator program staged for the 2024 Paris Olympic Games, which the media company said resulted in over 300 million video views across social platforms. The company on Tuesday announced its new “Milan Cortina Creator Collective” ahead of the 2026 Winter Olympic Games. That will include more than 20 creators, recruited in partnership with YouTube, Meta’s Instagram and TikTok, to “tell the stories of the Games through their eyes with unrivaled on-the-ground access in Milan and Cortina,” NBCU said.
The 2026 lineup includes returning Paris fan-favorites like ATFrenchies, Molly Carlson and Matthew Meager (MMG) and new additions including Kylie Kelce, Anna Sitar and Gianluca Conte (QCP). In addition, Matt Rogers and Bowen Yang, co-hosts of the “Las Culturistas” podcast, will join the Milan Cortina Creator Collective and shoot a new Winter Games season of the “Two Guys, Five Rings” podcast, in partnership with iHeartMedia, which they produced for the 2024 Paris Olympic Games.
NBCU said it will grant the creators “unprecedented access to the athletes and competitions” to shoot content throughout northern Italy. Select groups will also travel to the Olympic clusters of Milan, Cortina and Livigno over the course of the games. NBCU is pitching advertisers on deals to develop sponsored posts with creators in the program.
“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,” said Gary Zenkel, president of NBC Olympics, in a statement.
Here’s a list of confirmed creators by platform who are on board to hit the 2026 Winter Olympic Games for NBCU:
According to NBCU, content from the 2024 Paris Olympics hit record consumption and content on social media. 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.
In February 2025, NBCU announced that the NBC broadcast network and Peacock will be the company’s primary platforms for its coverage of the 2026 Milan Cortina Olympic Winter Games, scheduled for Feb. 6-22, 2026.
NBCU owns the U.S. media rights to the Olympic Games through 2036, which are scheduled for Milan Cortina (2026), Los Angeles (2028), the French Alps (2030), Brisbane, Australia (2032), Salt Lake City (2034), and the 2036 Summer Games.
It’s a reprise of the NBCU creator program staged for the 2024 Paris Olympic Games, which the media company said resulted in over 300 million video views across social platforms. The company on Tuesday announced its new “Milan Cortina Creator Collective” ahead of the 2026 Winter Olympic Games. That will include more than 20 creators, recruited in partnership with YouTube, Meta’s Instagram and TikTok, to “tell the stories of the Games through their eyes with unrivaled on-the-ground access in Milan and Cortina,” NBCU said.
The 2026 lineup includes returning Paris fan-favorites like ATFrenchies, Molly Carlson and Matthew Meager (MMG) and new additions including Kylie Kelce, Anna Sitar and Gianluca Conte (QCP). In addition, Matt Rogers and Bowen Yang, co-hosts of the “Las Culturistas” podcast, will join the Milan Cortina Creator Collective and shoot a new Winter Games season of the “Two Guys, Five Rings” podcast, in partnership with iHeartMedia, which they produced for the 2024 Paris Olympic Games.
NBCU said it will grant the creators “unprecedented access to the athletes and competitions” to shoot content throughout northern Italy. Select groups will also travel to the Olympic clusters of Milan, Cortina and Livigno over the course of the games. NBCU is pitching advertisers on deals to develop sponsored posts with creators in the program.
“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,” said Gary Zenkel, president of NBC Olympics, in a statement.
Here’s a list of confirmed creators by platform who are on board to hit the 2026 Winter Olympic Games for NBCU:
According to NBCU, content from the 2024 Paris Olympics hit record consumption and content on social media. 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.
In February 2025, NBCU announced that the NBC broadcast network and Peacock will be the company’s primary platforms for its coverage of the 2026 Milan Cortina Olympic Winter Games, scheduled for Feb. 6-22, 2026.
NBCU owns the U.S. media rights to the Olympic Games through 2036, which are scheduled for Milan Cortina (2026), Los Angeles (2028), the French Alps (2030), Brisbane, Australia (2032), Salt Lake City (2034), and the 2036 Summer Games.