Kylie Kelce, the wife of retired Philadelphia Eagles icon Jason Kelce, is set for a surprise appearance as part of NBC's coverage team for the upcoming Winter Olympics. The sporting spectacle, based in Milan-Cortina, begins on 6 February, with the American broadcaster aiming to deliver all the action to fans across the United States.
NBC's Creator Collective Expands to Winter Games
Building on a model trialled during the Summer Olympics in Paris, NBC is establishing a 'Milan Cortina Creator Collective'. This initiative, developed in partnership with platforms like Meta, YouTube, and TikTok, enlists digital content creators to provide unique behind-the-scenes access and perspectives. The network's Paris collective was deemed a success, and they are now replicating the project for the winter edition.
Kylie Kelce, a mother of three and a former field hockey player who launched her podcast 'Not Gonna Lie' in December 2024, will join this team. Her role will involve producing unprecedented content from the games for millions of followers.
A Diverse Roster of Digital Talent
Kelce will not be the only notable name on the creator roster. She will be joined by comedians and hosts of Las Culturistas, SNL star Bowen Yang and Matt Rogers, who will create content for YouTube. Meanwhile, Dancing With The Stars professional Rylee Arnold will represent Meta's platform, alongside popular American-Italian influencer couple Carlo and Sarah.
The short-form video effort on TikTok will be led by creators Anna Sitar and sports specialist Joe Felixx, who boast a combined following of 12.8 million users.
Promotional Strategy Sparks Controversy
This innovative content push comes as NBC faces significant fan backlash over its traditional advertising for the Games. The controversy ignited when the network debuted one of its first promotional spots during the Macy’s Thanksgiving Day Parade.
Viewers criticised the broadcaster for seemingly snubbing American celebrities in favour of British pop star Dua Lipa to lead its campaign. In the advert, intended to highlight 'some of Team USA’s most inspirational women,' Lipa is seen walking through Milan's Galleria Vittorio Emanuele II and speaking Italian, a move that led fans to dub her 'Dua Lingo'.
The choice was questioned given that Lipa, a London-born citizen of Britain, Albania, and Kosovo, represents a nation that will be a direct rival to Team USA at the Games. Another British star, Wicked actress Cynthia Erivo, has also featured in an Olympics commercial for the American network, further fuelling the debate.
Some fans have expressed bewilderment that the network overlooked the United States' own vast pool of Hollywood talent. The Daily Mail approached NBC for comment on the issue but received no response.
It is worth noting that NBC has also employed American stars in other commercials. Scarlett Johansson, Glen Powell, and rapper Snoop Dogg have all appeared in separate adverts rolled out ahead of Lipa's debut spot.
