For Winter Olympians, TikTok Is a Gold Rush

NBCUniversal is sending more than 25 social media stars to Italy—from Kylie Kelce to Bowen Yang—a larger group than the official athlete delegations representing New Zealand, Hungary or Spain. Team USA has its own 23-person social squad, including Summer Olympic athletes Ilona Maher and Laurie Hernandez. But the 2026 Winter Olympians will still be the […]