At some point during NBC’s presentation of the 2026 Winter Olympics, Snoop Dogg and Stanley Tucci will rendezvous on the side of an Italian highway. NBC is playing coy about what the pair will be doing (expect delicious food to be involved), but Molly Solomon, the executive producer and president of NBC Olympics production, promises “it will be memorable.”
The stunt, which will feature two of NBC’s celebrity correspondents for the Milan-Cortina Olympics, is a textbook example of a strategy that the company piloted in Paris, but that it will double down for in Milan (and Los Angeles, come 2028): Betting that high-wattage celebrities, TikTok and YouTube stars, and a plan to turn athletes into social media sensations, can drive viewer interest in an event that is still, at its core, about amateur sports.
“I think what we realized is that you’ve gotta have moments that stand out,…
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