China Media Group (CMG) has inked a landmark agreement with Italy's Fondazione Milano Cortina 2026, solidifying its role as a key broadcaster for the 2026 Winter Olympics. The Memorandum of Understanding (MoU), signed on Sunday, paves the way for enhanced collaboration in event promotion, live broadcasting, and cross-cultural exchanges ahead of the global sporting spectacle.
Under the deal, CMG will serve as an official rights-holding broadcaster for the Milano Cortina Games, ensuring comprehensive coverage for audiences across the Chinese mainland and beyond. The partnership also includes plans for technical knowledge-sharing and joint production initiatives aimed at elevating the viewer experience.
Fondazione Milano Cortina 2026, established in 2019 to organize Olympic-related events, emphasized the agreement's potential to strengthen cultural ties through sports. Analysts note the collaboration reflects growing international interest in China's media innovation capabilities, particularly in large-scale event broadcasting.
This partnership comes as global audiences increasingly seek immersive sporting content, with the Winter Olympics serving as both a cultural bridge and platform for technological advancement in media.
