The media giant is betting that high-wattage celebrities, YouTube stars and a plan to turn athletes into social media sensations can drive viewer interest in the actual games themselves.

U.S. Ambassador to Greece, Kimberly Guilfoyle, carried the torch in that country, along with American billionaire and owner of the Los Angeles Times, Patrick Soon-Shiong. The U.S. Ambassador to Italy, who owns the Houston Rockets in the NBA, Tilman Fertitta, ran a leg in Italy, and it’s in Italy where things got really fun.

Not everyone is happy to see Snoop Dogg return to the fore with his involvement at the Milan Cortina 2026 Winter Olympic Games following his presence at Paris 2024

The unprecedented four-site, dual-cauldron Milan Cortina Winter Games opening ceremony replete with references to Italian icons and culture has started.

Snoop Dogg is cheering for Lindsey Vonn! The rap icon shared a heartfelt message for the Olympic skier after she confirmed plans to still compete at the Milan-Cortina Games despite tearing her ACL days earlier.