NBC Universal agrees $3bn extension to broadcast Olympics in US
NBC Universal has unveiled a $3bn extension of its Olympics deal, ensuring the Summer and Winter Games remain on NBC and its Peacock streaming service in the US until 2036.
The International Olympic Committee (IOC) and Comcast, the telecoms conglomerate which owns NBC, announced their latest lucrative partnership ā the biggest single biggest source of revenue for the IOC ā on Thursday.
As a result, the US network will continue to broadcast the Olympics beyond the 2032 Games in Brisbane, when its previous deal was set to conclude. LA will host the Olympics in 2028.
The deal means the 2034 Winter Olympics, in Salt Lake City, and the 2036 Summer Olympics, the host city of which has yet to be selected, will air on NBC in the US.
Comcast will also transition from āmedia rights-holderā to āstrategic partnerā, according to a statement which outlined early plans for it to provide infrastructure for future Games and collaborate with the IOC on ādigital advertising opportunitiesā in the US.
The IOC stressed that it distributes 90% of the revenue it generates āto support athletes and sports organisationsā worldwide.
Its latest US TV deal was confirmed days before the election of the IOCās new president, one of the biggest jobs in global sport. A successor to Thomas Bach, who has been in the post for 12 years, will be named next week.
Bach said: āThe media landscape is evolving rapidly and, by partnering with one of the worldās leading media and technology companies, we will ensure that fans in the United States are able to experience the Olympic Games like never before.ā
Brian Roberts, chairman and CEO of Comcast, said the āgroundbreaking, new, long-term partnershipā had been struck in anticipation of an accelerating technology shift. āThere is no event like the Olympics,ā he said. āIts power to bring joy, and the unifying spirit it embodies, are truly unique.ā
NBC Universal has said its coverage of Paris 2024 reached an average of 67 million total viewers per day across broadcast, cable and streaming platforms.
Broadcasters are increasingly keen to secure rights for sports, one of the few areas that attracts viewers to live events. NFL games accounted for 72 of the 100 most watched telecasts in the US last year, while NBC recently agreed a record 11-year agreement worth $76bn for NBA broadcast rights.
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