Content Creators Flock to Milan Olympics as NBCU Increases Focus on YouTube and Podcasters

As the 2026 Winter Olympics prepare to begin in Milan, Italy, NBCUniversal is assembling a large group of digital content creators to work alongside its on-air television personalities. The media giant is reviving its Creator Collective initiative for the Milan Games, sending over 25 creators from platforms like YouTube, Meta, and TikTok to cover both the sporting events and the cultural experiences surrounding them.

Among the participating creators are YouTube personalities such as Cleo Abram and Jordan Howlett, podcasters Kylie Kelce and Matt Rogers with Bowen Yang from Las Culturistas, TikTok influencers Molly Carlson and Ashley Yi, and Meta creators the Hulett Brothers and Rylee Arnold. The complete lineup of creators has been announced publicly.

Peter Lazarus, executive VP of advertising sales and partnerships at NBC Sports, emphasized that the initiative aims not only to generate excitement for the Olympics but also to cultivate a new generation of fans. During the 2024 Paris Summer Olympic Games, NBCUniversal recognized the unique ability of social media to connect with global audiences. Partnering with highly engaged creators for the first Paris Creator Collective allowed us to reach younger viewers in a meaningful way, Lazarus said. The initiative achieved nearly 300 million views, which is why we are bringing it back for Milan Cortina 2026.

The program provides creators with exclusive access to athletes and events, enabling them to produce content that would otherwise be unavailable to their followers. For the first time, some YouTube creators will gain entry to the athlete village and other restricted areas, creating unique behind-the-scenes content.

Angela Courtin, VP of sports & entertainment marketing at YouTube, highlighted the value of creators in global cultural events: YouTube creators act as modern storytellers, giving millions of fans extraordinary access to the worlds most important moments. This initiative benefits creators, audiences, and partners alikecreators gain visibility, fans receive exclusive content, and NBCUniversal can engage younger viewers through an authentic and compelling channel.

Author: Sophia Brooks