China Media Group (CMG) on Sunday signed a Memorandum of Understanding with Fondazione Milano Cortina 2026, the official organizing committee of the 2026 Milano Cortina Winter Olympics. CMG has officially become a rights-holding broadcaster of the 2026 Milano Cortina Winter Games.

Under the agreement, the two sides agreed to expand practical collaboration in news coverage, program production, promotional campaigns, event organization, and personnel exchanges. The goal is to actively promote the Olympic values embodied in the 2026 Winter Games and foster deeper mutual understanding and long-standing friendship between the Chinese and Italian peoples.

As a rights-holding broadcaster for the Games, CMG will collaborate closely with the Italian National Olympic Committee and the Fondazione Milano Cortina 2026 to integrate cutting-edge technologies such as AI and 8K ultra-high-definition broadcasting into live coverage and signal production. These innovations aim to fully capture athletes' remarkable performances while highlighting Italy's breathtaking landscapes – offering global audiences the unique charm of the fusion of technology and sports and delivering a spectacular, unforgettable Olympic experience.

The two sides also see the 2026 Winter Games and the 55th anniversary of China–Italy diplomatic relations as an opportunity to deepen exchanges across sports, culture, film, and television. The shared goal is to enhance mutual understanding between the two peoples and further advance the China–Italy comprehensive strategic partnership through cultural and civilizational dialogue.

Fondazione Milano Cortina 2026 was established in December 2019 to organize, promote, and publicize sporting and cultural events relating to the Olympic and Paralympic Winter Games, according to its official website.