China Media Group (CMG) has solidified its role as an official broadcaster for the 2026 Winter Olympics through a landmark agreement signed with the Milano Cortina 2026 Organizing Committee. The memorandum of understanding, inked on Monday, establishes a framework for expanded collaboration in news coverage, content production, and event promotion.
The partnership marks CMG's latest effort to amplify international sports storytelling following its successful coverage of the Beijing 2022 Winter Games. Both organizations emphasized plans to leverage cutting-edge broadcasting technologies and cross-cultural exchange initiatives during the three-year buildup to the Milan-Cortina event.
This agreement comes as Chinese athletes prepare for their first Winter Olympics appearance since setting a national record of nine gold medals in Beijing. Analysts suggest the deal could create new opportunities for businesses in media technology and cultural tourism across Asia and Europe.
