Warner Bros. Discovery (WBD) is strategically leveraging the Milan Cortina Winter Olympics to bolster the European launch and expansion of its streaming service, HBO Max. As the official broadcaster of the games in Europe, WBD views the Olympics as a premium content offering that will attract and retain subscribers. The event coincides with the full rollout of HBO Max across the continent, positioning the games as a flagship offering. The geographically dispersed nature of the Milan Cortina games, spread across four key locations, presents unique production challenges but is expected to deliver an aesthetically rich viewing experience. This initiative also integrates popular culture, with stars from the show “Heated Rivalry” participating in the torch relay, further enhancing marketing efforts.
WBD's Olympic Strategy Powers HBO Max European Growth
In a recent interview, Alessandro Araimo, the Southern Europe Chief for Warner Bros. Discovery, highlighted the pivotal role of the Milan Cortina Winter Olympics in the strategic expansion of HBO Max throughout Europe. The games, scheduled from February 6-22, 2026, are set to be a cornerstone of the HBO Max content library, offering an impressive 865 hours of live Olympic coverage across 15 venues. This comprehensive coverage includes 116 medal events across 16 sports, notably featuring the Olympic debut of ski mountaineering.
Araimo emphasized that the Olympics are integrated directly into the standard HBO Max subscription package, not requiring an additional sports package. This decision underscores the company's belief that the Olympic content is on par with its top-tier entertainment offerings, serving as a significant driver for both subscriber acquisition and engagement. The synergy between HBO Max and the iconic five Olympic rings is expected to forge a strong brand association, amplifying the platform's presence in the competitive European streaming market.
A notable marketing initiative saw Hudson Williams and Connor Storrie, breakout stars from the show “Heated Rivalry,” serve as official Olympic torchbearers. Their involvement was a clever move, capitalizing on the popularity of their show, which depicts a passionate romance between two rival hockey players and is simultaneously launching on HBO Max across Europe, including Italy on February 13. While Araimo remained tight-lipped about their further appearances during the games, their initial participation generated considerable buzz.
Discussing the viewing experience, Araimo clarified that while Eurosport channels (also available on DAZN) provide the core sports brand for Olympic coverage, HBO Max will distinguish itself through advanced technological features. This includes an integrated platform allowing users to watch up to four events concurrently on a single screen, offering an immersive and customizable viewing experience.
Regarding the opening ceremony, produced by Marco Balich, Araimo noted that it would adopt a more understated approach, prioritizing Italy's cultural showcase over a celebrity-heavy spectacle. He anticipated a beautiful ceremony with surprises, including the simultaneous lighting of two Olympic Cauldrons in Cortina and Milan’s Parco Sempione.
The Milan Cortina games are uniquely characterized by their extensive geographical spread, making them the most dispersed Olympics in history. This logistical complexity has necessitated a multi-location production strategy, with three state-of-the-art studios established in Milan, Cortina, Bormio, and Livigno. Despite the challenges, requiring seamless data connectivity between these sites and minimizing staff travel due to the arduous journeys, Araimo believes this distribution will result in an unparalleled visual splendor for viewers, creating a truly unique and beautiful media experience.
The strategic integration of the Milan Cortina Winter Olympics into HBO Max's European expansion plan reflects a keen understanding of content as a powerful acquisition and engagement tool. By positioning premium live sports alongside established entertainment, Warner Bros. Discovery is not just offering a service, but curating an experience designed to resonate deeply with a broad audience. The unique logistical setup of these games also pushes the boundaries of broadcast innovation, promising an enriched viewing journey that could redefine how major sporting events are consumed on streaming platforms. This approach demonstrates a forward-thinking strategy for capturing market share and building brand loyalty in a dynamic and competitive global streaming landscape.