China Media Group (CMG) on Sunday officially launched its broadcast logo for the 2026 Milan-Cortina Winter Olympics and signed a long formation agreement with the International Olympic Committee (IOC) on exclusive rights of the CMG to the broadcast of Olympic events in the Chinese mainland and Macao from 2026 to 2032.
The signing ceremony was held ahead of the opening of China's 15th National Games and was attended by IOC President Kirsty Coventry and Honorary President for Life Thomas Bach.
According to the agreement, the CMG will serve as the sole broadcaster for the upcoming two Olympic summer and winter games, including Milan 2026, Los Angeles 2028, the 2030 Winter Games in the Alps, and Brisbane 2032. It also covers the 2026 Dakar Youth Olympics and the 2030 Youth Olympics.
The agreement also covers key provisions on Olympic broadcast coverage, new media distribution, rules for using Olympic logos, advertising operations, copyright ownership, and external licensing regulations.
The CMG's broadcast logo for the 2026 Milan-Cortina Winter Olympics consists of the CMG emblem and the Olympic rings, symbolizing the CMG's deep integration with the Olympic movement.
During the event, Coventry and Bach also witnessed the CMG's flag presentation to its broadcast, technical and marketing teams for the 15th National Games, which is held in Guangdong, Hong Kong, and Macao in south China from Nov 9 to 21.
As the main broadcaster and exclusive all-media rights holder for the event, the CMG has over 4,000 personnel for main broadcasting duties and nearly 1,000 for reporting, operating four international broadcast centers to produce public signal feeds, with an aim to deliver an immersive viewing experience through its "thought, art, technology" approach.
Before the event, Coventry and Bach also met with artists and cultural representatives participating in the China-Italy cultural exchange exhibition.
CMG unveils Milan Winter Olympics broadcast logo, signs long form rights deal with IOC
