As the world counts down to the Milano Cortina 2026 Winter Olympic Games, Warner Bros. Discovery (WBD) is bringing a touch of ACME-style fun to the world’s biggest winter sports stage. The iconic Looney Tunes characters are set to become central figures in the Olympic celebrations, appearing in live broadcasts, limited-edition merchandise, and exclusive digital content designed for the youngest fans.
A Century of Sporting Heritage
For nearly 100 years, sports have been in the DNA of the Looney Tunes. From Bugs Bunny’s legendary baseball games to the physical comedy of Wile E. Coyote, these characters have always embodied the energy of competition. Following the global success of Space Jam, the Looney Tunes are now aligning with the Olympic values of excellence, respect, and friendship to inspire a new generation of sports fans.
Live in the Heart of Milan
Visitors to Milan during the Games will experience the Looney Tunes in a whole new way. Two major highlights include:
- WBD Visual Installation: A fun, interactive display showcasing the HBO Max (Max) Olympic streaming offer.
- Olympic Pin Trading Center: Located at Via Carlo de Cristoforis 1, this hub has undergone a cartoon makeover. In partnership with the IOC and Honav USA, it will be the go-to spot for fans from February 6–22.
Exclusive Collaborations: Burton & Benetton
Warner Bros. Discovery Global Consumer Products (WBDGCP) is launching high-profile partnerships for the Games:
- Burton Snowboards: A secret collaboration with the snowboarding giant will be unveiled in early February.
- United Colors of Benetton: An exclusive children’s clothing line combining the vibrant energy of the Looney Tunes with the classic Olympic rings and Benetton’s colorful style.
“What’s Up, Doc?” – Olympic Coverage for Families
WBD is ensuring that the 2026 Winter Games are a family affair. Fans on Eurosport and HBO Max (Max) can look forward to:
- Looney Tunes: Sports Explained: Educational and funny segments about winter disciplines.
- Bugs Bunny as Reporter: The world’s most famous rabbit will conduct “exclusive” interviews with athletes and guests.
- Olympic Watch Parties: Bugs Bunny will host daily studio segments, providing humorous commentary on the day’s highlights, making the Olympics accessible and entertaining for children.