China Media Group Partners with Milano Cortina 2026 for Winter Olympics Broadcast
China Media Group (CMG) has signed a Memorandum of Understanding with Fondazione Milano Cortina 2026, the official organizing committee of the 2026 Milano Cortina Winter Olympics. This agreement grants CMG the status of a rights-holding broadcaster for the upcoming Winter Games.
Under this new partnership, CMG and the Italian organizers will collaborate on several fronts, including news coverage, program production, promotional campaigns, event organization, and personnel exchanges. Their joint efforts aim to promote the Olympic values showcased in the 2026 Winter Games and strengthen the long-standing friendship between the Chinese and Italian peoples.
As a rights-holding broadcaster, CMG plans to work closely with the Italian National Olympic Committee and Fondazione Milano Cortina 2026 to integrate cutting-edge technologies like artificial intelligence (AI) and 8K ultra-high-definition broadcasting into live coverage. These innovations will enhance the viewing experience by capturing athletes’ incredible performances and highlighting Italy’s breathtaking landscapes. This fusion of technology and sports aims to provide global audiences with a spectacular and unforgettable Olympic experience.
Moreover, the collaboration coincides with the 55th anniversary of China–Italy diplomatic relations. Both sides see this as an opportunity to deepen exchanges in sports, culture, film, and television, fostering mutual understanding and further advancing the China–Italy comprehensive strategic partnership.
Fondazione Milano Cortina 2026 was established in December 2019 to organize and promote sporting and cultural events related to the Olympic and Paralympic Winter Games.
