In just two weeks, the Olympic Winter Games begin in Europe.

From the first Opening Ceremony on 6 February, Milano Cortina 2026 will bring together the world’s leading winter athletes, competing across some of the most demanding environments in sport.

Across Europe, millions of people will watch these Games together. And that will not happen by chance.

A big event deserves serious broadcasters

The Olympic and Paralympic Games are among the most complex and demanding sporting events to deliver. They test storytelling, logistics, editorial judgement and technical capability all at once. They also come with a clear expectation: coverage must be accurate, fair and trusted.

This is where Europe’s public service media comes in.

For the European Broadcasting Union and its Members, events of this scale sit at the heart of our purpose. We exist to ensure that moments of global importance are available to everyone, free of charge, and shaped by broadcasters who understand the audiences they serve.

Milano Cortina is exactly the kind of event public service media was built for.

Free access is not an accident

When you sit down to watch the Olympic and Paralympic Games, you do not always see the work that makes that access possible. You simply expect the Games to be there.

That expectation is met because EBU Members prioritize universality. They invest in coverage that reaches entire populations across television, radio and digital platforms, without barriers.

In an increasingly fragmented media landscape, that commitment matters. Free-to-air access helps ensure that the Games remain a shared cultural experience watched in living rooms and community spaces across Europe, rather than something available only to those who can afford it.

That model is supported by the EBU’s role in representing Members’ interests with the IOC and during Games-time operations, and in structuring partnerships that reflect the economic realities public service media now operates within.

Coverage shaped by trust and proximity

59 of our Members will cover Milano Cortina, and they’ll be doing much more than simply distributing captured footage and audio. They will tell the stories of these Games through local voices, languages and perspectives, and provide context that resonates with national audiences, while contributing to a broader European story.

This approach allows every country to see itself reflected in the Olympic and Paralympic narrative, whether through medal contenders, first-time participants, or those moments of tension and emotion that transcend results.

That balance between local relevance and collective experience is something unique to public service media, and we deliver it exceptionally well.

A shared effort across Europe

Behind the scenes, Milano Cortina represents years of preparation and collaboration across the EBU Membership. Editorial teams and production specialists are working together to deliver coverage that reflects the true scale and complexity of this event.

This is not about a single broadcaster or a single market. It is a collective European effort, built on shared standards, shared expertise and a shared sense of responsibility.

That collaboration is one of the EBU’s greatest strengths, and it will be clearly visible in the weeks ahead.

Why this still matters

Major sporting events continue to play an important role in public life. They offer moments of connection, reflection and shared attention, and those “I remember where I was when...” memories.

Making those moments widely available takes sustained commitment to broad reach and trusted coverage.

As Milano Cortina 2026 approaches, EBU Members are ready to deliver the Games with care and authority, so that everyone across Europe can experience them together.