NBCUniversal is tagging prominent social-media stars to expand its coverage of the 2026 Winter Olympics from Italy beyond NBC TV and Peacock — betting that the likes of Bowen Yang and Kylie Kelce can help bring the games to younger audiences.

It’s a reprise of the NBCU creator program staged for the 2024 Paris Olympic Games, which the media company said resulted in over 300 million video views across social platforms. The company on Tuesday announced its new “Milan Cortina Creator Collective” ahead of the 2026 Winter Olympic Games. That will include more than 20 creators, recruited in partnership with YouTube, Meta’s Instagram and TikTok, to “tell the stories of the Games through their eyes with unrivaled on-the-ground access in Milan and Cortina,” NBCU said.

The 2026 lineup includes

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