Barrett Media
Author (when available): BSM Staff
The Olympic Games have called NBCUniversal home since the 1964 Games in Tokyo, and now, the network has announced that they are here to stay. In a joint statement on Thursday, the International Olympic Committee (IOC) and Comcast NBCUniversal revealed a new agreement that extends the media rights on all platforms in the United States for the Olympic Games through 2036.
Under the terms of this new agreement, there are also several innovative joint strategic initiatives and projects designed to take full advantage of the opportunities presented by the evolving media landscape. In addition to securing the broadcasting rights, the partnership aims to enhance how audiences experience the Games across multiple platforms.
Furthermore, the partnership, which was fully approved by the IOC on Wednesday, officially begins this year. This move not only strengthens the longstanding relationship between the IOC and Comcast NBCUniversal but also underscores their shared commitment to growing the Olympic brand.
“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,” said IOC President Thomas Bach. “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.”
Moreover, the extension of the media rights for the 2033 and 2036 Olympic cycles is valued at $3 billion. This significant investment plays a major role in ensuring the financial stability of the IOC moving forward.
“There is no event like the Olympics. Its power to bring joy, and the unifying spirit it embodies, are truly unique,” stated Comcast Chairman and CEO Brian Roberts. “We live in a time when technology is driving faster and more fundamental transformation than we’ve 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.
In the short term, the immediate effects of the new agreement provide additional value to both parties. By leveraging Comcast’s expertise in technology, the deal enhances the delivery of the Olympic Games across multiple platforms. Notably, the extension of the media rights spans all NBCUniversal platforms until 2036, including its streaming service, Peacock.
“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,” Roberts continued. “Additionally, we are excited 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.”
Looking ahead, the coverage of the Paris 2024 Olympic Games has already demonstrated the potential of this partnership, generating record-breaking consumption. On average, 67 million total viewers per day tuned in across NBCUniversal’s broadcast, cable, and streaming platforms. Furthermore, streaming audiences watched 23.5 billion minutes of NBCUniversal’s Paris 2024 coverage, with Peacock leading the way—surpassing all prior Olympic Summer and Winter Games combined by 40 percent.
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