China Media Group (CMG) has cemented its role in global sports broadcasting by signing a Memorandum of Understanding with Fondazione Milano Cortina 2026, the official organizers of the 2026 Winter Olympics. The agreement positions CMG as an official rights-holding broadcaster for the Games, marking a significant step in China-Italy media collaboration.
The partnership will focus on innovative coverage using AI and 8K ultra-high-definition broadcasting technologies, promising viewers immersive experiences during events. Both parties also plan joint initiatives in cultural exchanges and promotional campaigns, aligning with the 55th anniversary of diplomatic relations between China and Italy in 2026.
This collaboration extends beyond technical innovation, aiming to strengthen people-to-people ties through shared Olympic values. The agreement comes as China continues expanding its global media footprint, while Italy prepares to host its first Winter Olympics since 2006.
