International Olympic Committee (IOC) President Kirsty Coventry has formally acknowledged China Media Group (CMG) for its pivotal contributions to the upcoming Milano Cortina 2026 Winter Olympics, set to take place this year. In a letter addressed to CMG President Shen Haixiong, Coventry emphasized the organization's technological innovations and global broadcasting capabilities as key drivers for the Games' success.
The IOC leader highlighted CMG's cutting-edge broadcasting technologies during her visit to the International Broadcasting Centre, where next-generation production tools will enable real-time storytelling for billions of viewers worldwide. This collaboration marks a significant advancement in how Olympic events are experienced by global audiences.
With less than a year remaining until the Winter Olympics, Coventry expressed confidence that CMG's expertise in mass media communication will help showcase athletes' achievements while promoting cross-cultural understanding through sport. The partnership aligns with broader efforts to engage younger generations through digital innovation in sports broadcasting.
