#Italy #Warner Bros #Milano #Olympic Games #Looney Tunes

Warner Bros. Discovery and Looney Tunes at the Olympic Winter Games

As the global spotlight shines on the Olympic Winter Games in Milano Cortina in 2026, Warner Bros. Discovery (WBD) prepares to elevate the experience with its iconic characters from the Looney Tunes franchise. The company aims to combine the thrill of the Olympics with the humor and charm of Looney Tunes, a partnership that will manifest through various innovative activations, collaborations, and original content throughout the games.

The Legacy of Looney Tunes in Sports

For nearly 100 years, the Looney Tunes have been intrinsically linked to the world of sports. With beloved characters like Bugs Bunny dominating basketball courts and Wile E. Coyote showcasing outrageous training devices, the essence of athleticism has always been interwoven into the fabric of their stories. This sports legacy reached new heights with the release of Space Jam, which portrayed Looney Tunes as iconic figures in sporting culture. As a continuation of this legacy, Warner Bros. Discovery aims to enhance the connection between these characters and the Olympic Games, promoting the notion that sport has the power to unify and inspire.

Immersive Live Events

In Milan, fans will experience the Looney Tunes in an engaging manner, set to break new ground at the Olympic Winter Games. Key upcoming events include a unique installation that links attendees to the Olympic streaming service, HBO Max, and a revamped Official Olympic Pin Trading Center, infused with the distinctive Looney Tunes essence. This hub for pin trading will run from February 6 to 22 at Via Carlo de Cristoforis 1, providing fans an avenue to relish in Olympic spirit and nostalgia.

Collaborations That Capture Attention

Adding further excitement, Warner Bros. Discovery is forging strategic alliances that will amplify the Looney Tunes presence throughout the games. One of the most noteworthy collaborations is with Burton, a leader in snowboarding gear, promising an exclusive release that celebrates the character's spirit and creativity in winter sports. Moreover, a children’s capsule collection will emerge through a partnership with United Colors of Benetton, merging Olympic values with Looney Tunes’ vibrancy and fun.

Broadcast Innovations and Streaming Content

The reach of Looney Tunes during the Olympic Winter Games extends into broadcasting and streaming platforms, notably through Eurosport and TNT Sports. Programming such as Looney Tunes Sports Made Simple and Sports Talk with Bugs Bunny will feature Bugs Bunny himself conducting interviews, bringing a layer of playful humor and engagement to sports coverage. This innovative integration of character-driven content into Olympic broadcasting is expected to enhance the viewing experience, captivating audiences of all ages.

Daily Highlights and Content Distribution

To further enrich daily coverage, WBD will present the Looney Tunes Watch Party. This fun-filled segment, hosted by Bugs Bunny, will dive into the day's most exciting Olympic moments, blending sports with Looney Tunes’ characteristic comedy. This segment will appear across linear and digital platforms, bringing a light-hearted approach to Olympic viewing that is perfect for family audiences.

Content featuring the Looney Tunes will proliferate across various channels—from Eurosport and Cartoon Network to digital platforms and social media. Localization efforts will ensure that materials are accessible and enjoyable for audiences around the globe, allowing for a truly worldwide celebration.

Conclusion

Warner Bros. Discovery's ambitious blend of the Looney Tunes with the Olympic Winter Games serves as a remarkable chance to engage audiences in a fun and innovative way. Through live experiences, strategic partnerships, and diverse broadcasting methods, WBD seeks to create an enriching environment that honors the spirit of sport—ensuring that the Looney Tunes continue to charm fans of all ages during this prestigious international event.