X has announced a new partnership with Warner Brothers Discovery (WBD) for coverage of the upcoming Winter Olympics, with the deal enabling X to share exclusive Winter Olympics content with audiences in Europe and the U.K.That’ll also provide more opportunities for marketing tie-ins and promotions, as X looks to capitalize on the popularity of sports in the app. As explained by WBD:“The collaboration fuses X’s unrivaled real-time sports conversations with Eurosport (Europe) and TNT Sports’ (UK and Ireland) premium broadcast coverage of Milano Cortina 2026, delivering X users a front row seat to all the action from the Games. While X’s cultural relevance has shifted of late, it still remains a key home for live sports discussion, with sports being the most talked about topic in the app. As such, this new partnership could be a valuable consideration, both for X and advertisers, by providing a direct link between X discussion and the Winter Olympics, helping to amplify community engagement around the event. So if you’re marketing anything winter sports related, it could be worth checking out X’s Winter Olympics offerings, and considering how this aligns with your outreach plans.