The start of the Giro d’Italia 2026 marked an exceptionally strong performance for Eurosport and HBO Max across Europe, solidifying Warner Bros. Discovery Sports Europe’s position as the official pay-TV and streaming partner of the race and the "Home of Cycling."
This year’s edition was historic for Bulgaria, which hosted the "Grande Partenza" (Big Start) of one of the world’s three Grand Tours for the first time. Over three days, Bulgarian audiences and millions of viewers across Europe followed the race through Bulgarian cities, roads, and natural landmarks, turning the country into the center of world cycling.
Audience Growth and Engagement
The first three stages brought impressive growth in audience and engagement across Europe:
- Eurosport reported double-digit growth in TV viewership in key markets such as France, the Netherlands, Norway, Spain, and Poland. Positive results were also recorded on linear channels in Bulgaria, the Czech Republic, and Romania.
- Bulgarian Performance: Data shows an exceptionally strong performance in Bulgaria. Average viewership for the start jumped by an impressive 143% compared to 2025. For the first time, it surpassed Romania's viewership by 42%—a rare achievement given the significantly larger Romanian market.
- Digital Platforms: Millions of users visited Eurosport’s digital platforms between May 8–10 to follow Giro-related content.
- Streaming: The Giro d’Italia streaming audience on HBO Max in Europe grew by 24% compared to 2025, with increases in all key metrics: watching accounts, unique viewers, and total hours watched.
Coverage and Production
Eurosport and HBO Max are providing comprehensive coverage for the Bulgarian audience, with a total of 107 hours of live content expected by the final in Rome on May 31. The Bulgarian stages alone included nearly 15 hours of live "start-to-finish" broadcasting, numerous replays, and special 30-minute studio programs.
The broadcast featured high-quality production and commentary from international and Bulgarian experts. A notable highlight was the participation of Simeon Kichukov in Eurosport’s pan-European production; for the first time, a Bulgarian commentator worked on the international coverage alongside legends like Alberto Contador, Robbie McEwen, and Jens Voigt. Together with the local team of Lyuboslav Venkov, Zhitomir Penakov, and Danail Petrov, they ensured top-tier quality for the event.
Social Media Records
The 2026 start led to record-breaking results for Eurosport Bulgaria’s social channels:
- Reach: On May 10, Facebook content reached 4.5 million users—the highest result in the platform's history, even surpassing Olympic records.
- Interactions: Between May 8–10, Giro-related content generated nearly 900,000 interactions (reactions, comments, and shares).
Top Videos:
- The Sofia finish reached 690,000 people with over 5,500 hours of watch time.
- The Burgas finish reached 452,000 people.
- A photo of Jonas Vingegaard with a red fingernail (supporting a campaign against child abuse in Denmark) was viewed by 330,000 people on the Bulgarian profile.
Tourism and Global Visibility
Through a partnership between the Bulgarian Ministry of Tourism and Warner Bros. Discovery Sports Europe, Bulgaria gained massive international visibility as a travel and sports destination.
- TV Spots: 30-second promotional clips for Bulgaria aired during the live broadcasts in 50 markets across Europe and on TNT Sports in the UK and Ireland.
- Digital Ads: Campaigns on Eurosport.com in English, French, German, Italian, and Spanish showcased Bulgaria as an attractive destination for nature and an active lifestyle.
As the official partner, Warner Bros. Discovery Sports Europe continues to offer the world’s most extensive cycling coverage, including every minute of the Grand Tours and over 1,000 live broadcasts annually.
Notes:
- Eurosport.com is Europe's leading online sports media, offering localized content in 12 languages.
- *Access to the sports section on HBO Max requires a "Sports" add-on to a standard subscription.
