Looney Tunes to feature at Milano Cortina 2026 in Warner Bros. Discovery Olympic campaign
Characters to appear across live events, branded content and merchandising during Winter Games
Warner Bros. Discovery will bring the Looney Tunes to the Olympic Winter Games Milano Cortina 2026 through live installations, licensed products and themed content across its platforms, the company said in a statement.
The campaign will include two anchor events in Milan: a large-scale visual installation linked to the HBO Max streaming service and an Official Olympic Pin Trading Center redesigned in a Looney Tunes style. The centre, developed with Honav USA and the International Olympic Committee, will operate from 6 to 22 February at Via Carlo de Cristoforis 1.
Warner Bros. Discovery Global Consumer Products will launch a collaboration with snowboard brand Burton, with full details to be announced in early February. United Colors of Benetton has already released a children’s Olympic capsule collection created with Warner Bros. Discovery and the IOC.
“Sports have long been part of the Looney Tunes’ history, from Bugs Bunny on the basketball court to Space Jam,” the company said. It added that its 2024 Olympic licensing collections celebrated the characters alongside Olympic values.
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Looney Tunes content will appear across Warner Bros. Discovery’s European platforms, including Eurosport, TNT Sports and the newly launched HBO Max in Italy. A daily segment titled The Looney Tunes Watch Party, hosted by Bugs Bunny, will highlight top Olympic moments across broadcast, digital and on-site channels.
Footage will be shown on Eurosport, Cartoon Network and at the Pin Trading Center, and shared across digital platforms including The Looney Tunes and WB Kids. The content will be localised into multiple languages.
The Recap
- Warner Bros. Discovery brings Looney Tunes to Milano Cortina Games.
- Pin Trading Center open 6–22 February at Via Carlo de Cristoforis 1.
- Burton collaboration details to be revealed in early February.
