Canary Islands and Warner Bros. Discovery Launch New International Campaign With Elite Athletes

This new phase strengthens the destination’s positioning within the sporting landscape and places the focus on the road to the Los Angeles 2028 Olympic Games.

The multi-channel campaign, using the same claim introduced in 2024 – “Canary Islands. One goal. One destination. All year round” – will be rolled out across Warner Bros. Discovery’s sports channels and digital platforms.

This time, the campaign is fronted by four internationally recognised figures from elite sport:
• Ellie Aldridge (Great Britain) – Formula Kite Olympic Champion 2024
• Marta Maggetti (Italy) – iQFOiL World and Olympic Champion 2024
• Anders Mol & Christian Sørum (Norway) – Beach Volleyball World and Olympic Champions 2020

• The production will launch in March 2026 across Warner Bros. Discovery’s sports channels and platforms

As part of the campaign, Warner Bros. Discovery and the Canary Islands Tourism Board have produced three 30-second audio-visual pieces, each focusing on one athlete and their discipline, alongside a 60-second film bringing together all four protagonists.

In these spots, Aldridge, Maggetti and Mol & Sørum invite viewers into their day-to-day training routines in the Canary Islands — a destination that has been part of their preparation for years and has established itself as a key setting on their path towards their next major goal: the Los Angeles 2028 Olympic Games.

The campaign illustrates how the archipelago has become their second home, a place where climate, natural environment and purpose-built infrastructure allow them to maintain sporting excellence all year round.

International reach In Europe, the Warner Bros. Discovery (WBD) portfolio of sports brands collectively engages over 100 million consumers a month, reaching fans and broad audiences across all platforms: free-to-air TV, pay-TV, streaming, online and social.

This combination of linear visibility and presence across Warner Bros. Discovery’s sports channels and platforms that features premium live sport and engaging digital content will once again position the Canary Islands in front of a European audience highly aligned with high-performance sport and major international events.

Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International, said: “We are proud to bring this campaign to life in partnership with the Canary Islands Tourism Board. By combining the credibility and inspiration of Olympic and world champions with the scale and strength of our premium sports ecosystem — from Eurosport in mainland Europe to TNT Sports in the UK & Ireland and across our streaming platforms — we are able to connect the Canary Islands with millions of passionate sports fans across Europe.

“The archipelago offers truly world-class conditions for elite preparation, and as athletes look ahead to 2028 Olympic Games, this campaign showcases why it has become a natural training home for champions all-year round.”

Jessica de León, Minister of Tourism and Employment for the Government of the Canary Islands, said: “This campaign is a clear example of our strategic commitment to a more competitive and diversified tourism model, one that is fully aligned with the archipelago’s economic and social sustainability. Positioning the Canary Islands as a benchmark destination for high-performance sport strengthens our international image, creates qualified employment opportunities and helps distribute the benefits of tourism more evenly throughout the year and across the territory.”

José Juan Lorenzo, Managing Director of the Canary Islands Tourism Board, added: “This initiative further consolidates our strategy based on partnerships with highly credible brands and ambassadors. Warner Bros. Discovery Sports’ multi-channel reach, production in five languages and presence at major international sporting events will allow us to connect very efficiently with audiences closely aligned with high performance, while reinforcing the positioning of the Canary Islands as Europe’s ideal year-round training destination, thanks to its climate and world-class infrastructure.

Produced in five languages — Spanish, English, French, German and Italian — the “Canary Islands. One goal, one destination. All year round” campaign will premiere in March 2026 and will be distributed across Europe via Eurosport’s linear and digital channels as well as its streaming platform HBO Max across mainland Europe; and TNT Sports* and discovery+ in the UK and Ireland.

The campaign will run until October 2026 and will feature across some of the most prominent events on the international sporting calendar, including the Tour de France, Giro d’Italia, La Vuelta a España, Roland-Garros, the UCI World Championships, events from the PTO triathlon circuit and major international marathons.

The Canary Islands: a leading sports destination The Canary Islands’ natural assets make the archipelago a privileged environment for professional training and international competitions. Numerous elite athletes choose the islands as their training base: sailors, surfers, triathletes, beach volleyball players, athletes, swimmers and cyclists from around the world find unique conditions here to perform at the highest level. Altitude training, with lower atmospheric pressure, supports performance enhancement, and Mount Teide -3,718 metres- has become a benchmark training location for professional cyclists.

The archipelago also boasts exceptional weather statistics, with average temperatures of 23°C in summer and 19°C in winter, alongside more than 4,800 hours of daylight per year, enabling continuous outdoor training. Excellent air connectivity allows athletes to reach the islands from major European cities within a few hours. In addition, the Canary Islands offer 1,500 kilometres of coastline bathed by nutrient-rich volcanic waters, a world-class facilities designed for high-performance training, and a wide range of recovery-focused centres that promote rest and muscle regeneration following high-intensity sessions.

LETS TALK!  If you are brand or agency who want to work with elite sporting or pioneering talent for campaigns or projects please emailmark@athletemedia.co.uk or call +44 7952 304340.