Comcast has struck a $3 billion deal with the International Olympic Committee that will extend NBCUniversal and Peacock’s rights to the games through 2036.
The extension covers the 2034 Winter Olympics in Salt Lake City, Utah and the 2036 Olympics, whose host city has not yet been determined. The pact also includes a new partnership that will see the parties collaborate on digital advertising for the event as well as technical infrastructure to support in-venue distribution of the live TV coverage of Olympic Broadcasting Services and its production of the Olympic Video Player.
“We live in a time when technology is driving faster and more fundamental transformation than we have seen in decades. This groundbreaking, new, long-term partnership between Comcast NBCUniversal and the International Olympic Committee not only recognizes this dynamic but anticipates that it will accelerate,” Comcast chairman and CEO Brian L. Roberts said in a statement. “It is our honor to continue to bring the full power of our company’s expertise in creating and distributing content that connects with Americans, as well as to begin to provide even more innovative technological support and solutions to the IOC and its stakeholders in areas that benefit athletes and the many people dedicated to organizing the Olympic Games around the world.”
“This agreement with Comcast is groundbreaking because it goes far beyond the traditional media rights agreement which we have had for many years with our valued partner,” IOC president Thomas Bach added. “Thanks to their innovative approach, serving on all platforms from linear to streaming and digital, we can now take our partnership to new heights for the benefit of athletes, Olympic stakeholders, Organizing Committees and fans. The media landscape is evolving rapidly and, by partnering with one of the world’s leading media and technology companies, we will ensure that fans in the United States are able to experience the Olympic Games like never before.”
Since the Tokyo Olympics in 1964, NBCUniversal has presented coverage of 19 Olympic games and 13 consecutive editions, more than any other U.S. media company. At the conclusion of the extension, NBCU will have presented 25 Olympic Games and 19 consecutive editions. It is also a major sponsor of the Olympic and Paralympic Movements in the U.S., having served as an Official Partner of Team USA since 2017.
Coverage of the 2024 Olympics in Paris reached an average of 67 million total viewers per day across NBCU’s broadcast, cable and streaming platforms. Led by Peacock, fans streamed 23.5 billion minutes – 40% more than all prior Olympic Summer and Winter Games combined. Gen Z accounted for a record 6.55 billion impressions across NBCU’s social media platforms for Paris 2024, a 184% increase compared to Tokyo 2020. Meanwhile, advertiser spend on the 2024 games surpassed a record $1.2 billion in commitments, including $350 million from new advertisers.
The IOC distributes 90% of the revenue it generates, or $4.7 million daily, to support athletes and sports organizations around the world.
“As we recommit to our collective mission, this groundbreaking partnership between the IOC, Comcast NBCUniversal and the USOPC signifies a new era of collaboration and engagement that will enhance the Olympic and Paralympic Movements immediately,” Gene Sykes, president of the U.S. Olympics and Paralympic Committee said. “With our eyes set on the Olympic Winter Games Milano Cortina 2026 and beyond, we are excited to leverage innovative technologies and shared resources that will ensure an unforgettable experience for athletes and fans alike.”
