China Media Group (CMG) has secured exclusive broadcast rights for the Milan Cortina 2026 Olympic Winter Games, solidifying its role as a key platform for major international sporting events in Asia. The agreement, announced Monday, will enable CMG to deliver comprehensive coverage of the games to audiences across the Chinese mainland and beyond.
The deal follows CMG's successful coverage of the Beijing 2022 Winter Olympics, which reached over 700 million viewers. Analysts note this acquisition aligns with growing interest in winter sports across Asia, particularly after China's ambitious '300 Million People on Ice and Snow' initiative launched in 2015.
Sports enthusiasts can expect live broadcasts of marquee events including alpine skiing, ice hockey, and figure skating. The arrangement also covers digital streaming rights, catering to younger audiences through CMG's online platforms.
Notably, coverage will include performances by the Chinese Taipei team, competing under the Olympic Charter's provisions. The games are expected to draw significant attention from Asian diaspora communities and global sports fans alike.
