NBCU’s 2026 Winter Olympics in Italy to Showcase On-the-Ground Coverage by Over 20 YouTube, Instagram, TikTok Creators

NBCUniversal is leveraging popular social media personalities to broaden its 2026 Winter Olympics coverage in Italy beyond traditional NBC TV and Peacock broadcasts. The network is counting on stars like Bowen Yang and Kylie Kelce to engage younger audiences with Olympic content.

This initiative follows NBCUs successful creator program during the 2024 Paris Olympics, which generated more than 300 million video views across various social platforms. On Tuesday, NBCU introduced the Milan Cortina Creator Collective, set to feature over 20 influencers collaborating with YouTube, Instagram, and TikTok to provide a first-hand view of the Games from Milan and Cortina.

The 2026 lineup includes returning favorites from Paris such as ATFrenchies, Molly Carlson, and Matthew Meager (MMG), along with new faces like Kylie Kelce, Anna Sitar, and Gianluca Conte (QCP). Additionally, Matt Rogers and Bowen Yang, co-hosts of the Las Culturistas podcast, will join the collective to produce a new season of the Two Guys, Five Rings podcast in partnership with iHeartMedia.

NBCU promises participating creators exclusive access to athletes and competitions throughout northern Italy. Selected groups will travel across the Olympic hubs of Milan, Cortina, and Livigno to capture content for their audiences. The network is also offering advertisers opportunities to sponsor posts through the program.

Creators in our program will bring unique perspectives to their communities, showcasing everything from Olympic events to Italian cuisine and fashion, all in celebration of the Winter Olympics, said Gary Zenkel, president of NBC Olympics.

Confirmed Creators by Platform

• YouTube: Alexa Rivera (@alexarivera), Ashley Alexander (@urmomashley), Bowen Yang & Matt Rogers, Las Culturistas (@lasculturistas), Cleo Abram (@cleoabram), Kylie Kelce, Not Gonna Lie with Kylie Kelce (@nglwithkylie), Jordan Howlett (@jordan_the_stallion8), Matthew Meager (@mmg69), Tom Daley (@tomdaley)
• Instagram: ATFrenchies (@atfrenchies), Carlo & Sarah (@carloandsarah), Hulett Brothers (@hulett_brothers), Lionfield (@lionfieldmusic), QCP/Gianluca Conte (@itsqcp), Rylee Arnold (@ryleearnold1)
• TikTok: Anna Sitar (@annaxsitar), Ashley Yi (@ashyizzle), Joe Felixx (@joe.felixx), Mariah Rose (@mariahcrose), Molly Carlson (@mollycarlson), Nicolas Nuvan (@nicolasnuvan), Trey Phills (@tphills)

NBCU noted that social media content from the 2024 Paris Olympics reached unprecedented engagement levels, with 6.55 billion impressions across NBC Sports channels and over 300 million views specifically from the Paris Creator Collective.

In February 2025, NBCU confirmed that NBC and Peacock will remain the primary platforms for coverage of the 2026 Milan Cortina Winter Games, scheduled for February 622, 2026. NBCU holds U.S. media rights to the Olympics through 2036, including upcoming events in Los Angeles (2028), the French Alps (2030), Brisbane (2032), Salt Lake City (2034), and the 2036 Summer Games.

Author: Sophia Brooks