NBCUniversal Treats the Olympics Like a Marvel Movie with Ensemble Cast of Influencer-Hosts

NBCUniversal is overhauling its broadcast strategy for the Milan Cortina 2026 Winter Olympics, reframing the event as a "year-round pop culture franchise" to capture a younger, digitally-native audience. The media giant is banking on a playbook heavy on celebrity integrations and social media creators, betting that pop culture drives nearly a third of all conversations among Gen Z.

• If it ain't broke: The strategy builds on the successful model from the Paris 2024 Games, as reported by Variety. That approach was a proven hit, driving an 82% viewership jump from the Tokyo Games and validating the franchise-first approach.

• Rolling out the A-list: NBCU is leaning heavily on star power, confirming Snoop Dogg will return as a special correspondent while actor Stanley Tucci will host cultural segments. The company is also embracing the creator economy, partnering with YouTube, Meta, and TikTok on a "Creator Collective" to position social media stars as all-access guides for the event.

• Minting new stars: The model extends to the athletes themselves. NBCU is working to build their personal brands long before they compete, aiming to turn them into mainstream stars with established fan bases before the opening ceremony.

For broadcasters, the future of live sports isn't just about the game anymore—it's about building a full-fledged entertainment universe around it. The Milan Cortina games will also mark the Olympic debut of ski mountaineering as a medal event.