Kylie Kelce, Cleo Abram, and Matt Rogers and Bowen Yang Michael Loccisano/Getty Images; Dimitrios Kambouris/Getty Images; Maya Dehlin Spach/Getty Images Share on Facebook Share on X Google Preferred Share to Flipboard Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Send an Email Print the Article Post a Comment When the 2026 Winter Olympics kick off in Milan, Italy, NBCUniversal will have an army of creators working alongside its stable of on-air TV talent. The media company is bringing back its "Creator Collective" program for Milan, with more than 25 creators from YouTube, Meta and TikTok set to travel to Italy to cover the games and the culture surrounding them. The creators covering the games include YouTube creators like Cleo Abram (a recent THR cover star) and Jordan Howlett, podcasters Kylie Kelce and Las Culturistas hosts Matt Rogers and Bowen Yang; TikTok stars Molly Carlson and Ashley Yi and Meta creators the Hulett Brothers and Rylee Arnold. You can see the full list of creators below. Related Stories Business YouTube's 2025 Trending Topics and Creators Include Netflix Shows, Charlie Kirk and Joe Rogan News Fuzzy Zoeller, Golf Champion Haunted by Racist Joke About Tiger Woods, Dies at 74 The army of creators not only drive buzz and awareness around the games, but are about building the "next generation" of Olympics fans, according to Peter Lazarus, executive VP of advertising sales and partnerships for NBC Sports. "With the 2024 Paris Summer Olympic Games, NBCUniversal recognized early on that social media has allowed us to connect with the world in a different way and by partnering with highly engaged creators on various social platforms for our inaugural Paris Creator Collective, we had an exciting opportunity to reach the next generation of Olympic fans," Lazarus tells The Hollywood Reporter. "We saw tremendous results, garnering nearly 300 million views across our Creator Collective, which is why we have brought it back for the 2026 Milan Cortina Olympic Winter Games." Creator platforms, including YouTube, get access to a global event that may be otherwise off-limits for their users. Creators will get access to athletes and events, and advertisers will be able to work with NBCU and the stable of creators on sponsored content from the games. In a first, YouTube says that some of its creators will get access to the athlete village, among other locations previously inaccessible. "YouTube Creators are an indispensable part of global cultural events. As modern storytellers, they grant millions of loyal fans unprecedented, behind-the-scenes access to the world's most significant moments," said Angela Courtin, VP of sports & entertainment marketing at YouTube. "Sending our top creators to cover an event provides three-fold value: the creators gain unmatched access and visibility to grow their own channels; our community receives the tailored content and access they crave; and partners like NBCU gain a powerful channel to reach vital younger audiences. This strategic collaboration merges the authentic voice of the creator economy with the event itself, driving an unparalleled level of engagement with the next generation of fans that only YouTube can deliver." THR Newsletters Sign up for THR news straight to your inbox every day Subscribe Sign Up Warner Bros. Discovery Warner Bros. Empire Hangs in the Balance As Second Round Bids Arrive politics Fox News Names Aishah Hasnie Anchor and White House Correspondent YouTube YouTube's 2025 Trending Topics and Creators Include Netflix Shows, Charlie Kirk and Joe Rogan Sesame Street Why Glad Turned to Oscar the Grouch to Revive Its "Don't Get Mad. Get Glad" Ad Campaign (Exclusive) luma ai Luma AI Opens London Office, Led by Former WPP Executive Jason Day CAA CAA Adds Digital Media Veteran to Bolster Creators Division Warner Bros. Discovery Warner Bros. Empire Hangs in the Balance As Second Round Bids Arrive politics Fox News Names Aishah Hasnie Anchor and White House Correspondent YouTube YouTube's 2025 Trending Topics and Creators Include Netflix Shows, Charlie Kirk and Joe Rogan Sesame Street Why Glad Turned to Oscar the Grouch to Revive Its "Don't Get Mad. Get Glad" Ad Campaign (Exclusive) luma ai Luma AI Opens London Office, Led by Former WPP Executive Jason Day CAA CAA Adds Digital Media Veteran to Bolster Creators Division