As the world turns its attention to the Olympic Winter Games Milano Cortina 2026, Warner Bros. Discovery is once again bringing the Looney Tunes to the Olympic stage and kicking off the Games with a presence that spans live moments, product collections, collaborations and original content.

For nearly a century, sports have been woven into the very DNA of the Looney Tunes. From Bugs Bunny outsmarting foes on the basketball court to Wile E. Coyote engineering contraptions worthy of a high‑intensity training regimen, the characters have long used athletic moments as a backdrop for their signature humour and physical comedy. Their presence in 2026 is a continued evolution, combined with the Olympic Rings as well as messages promoting the power of sport to unite people and inspire new generations.

In Milan, the Looney Tunes will appear in ways that are distinct to the brand. Two major live moments anchor their presence: a hyper‑visual installation that connects fans to the Olympic streaming experience on HBO Max, and the Official Olympic Pin Trading Center, redesigned with a Looney Tunes look and feel through a licensing collaboration between Warner Bros. Discovery, Honav USA and the IOC. The centre will be open 6th – 22nd February at Via Carlo de Cristoforis 1.

Strategic collaborations will also play a major role in the Looney Tunes cultural presence throughout the Games. Warner Bros. Discovery Global Consumer Products will unveil a surprise Looney Tunes–inspired collaboration with Burton, the world’s leading snowboarding brand, with details to be revealed in early February. In addition, United Colors of Benetton, together with WBDGCP and the IOC, has launched an exclusive kids’ Olympic Collection capsule that merges the Looney Tunes spirit, Olympic values and Benetton’s multicoloured identity.

The Looney Tunes Winter Olympics Games presence will also extend into broadcast and streaming through Eurosport and TNT Sports, whose Olympics coverage will be available across Warner Bro Discovery’s platforms in mainland Europe and the UK and Ireland, including HBO Max, as the service launches in Italy. The collaboration will include recurring content features such as Looney Tunes: Sports Made Simple and Sports Talk with Bugs Bunny, where Bugs Bunny appears as a guest interviewer during coverage.

Warner Bros. Discovery will further spotlight the Looney Tunes during its daily Olympic Winter Games coverage with the Looney Tunes Watch Party, a character‑driven segment hosted by Bugs Bunny that highlights the day’s top moments with the franchise’s signature humour. Airing across linear and digital platforms, the Watch Party adds a playful, family‑friendly layer to the Olympic experience.

Content throughout the Games will roll out across linear, digital and on-the-ground channels. The Looney Tunes features will air across Eurosport and Cartoon Network, appear on screens at the Pin Trading Center and publish across digital platforms including Eurosport, The Looney Tunes, and Warner Bros. Kids social and video channels. Content will be localised across multiple languages to reach audiences worldwide.