IOC, Comcast NBCU Ink $3B Media-Rights Extension for Olympic Games Through 2036; Add Digital Projects, Initiatives

IOC, Comcast NBCU Ink $3B Media-Rights Extension for Olympic Games Through 2036; Add Digital Projects, Initiatives New deal takes Comcast NBCU from media-rights holder to strategic partner for the digital age By Jason Dachman, Editorial Director, U.S.

Thursday, March 13, 2025 - 1:43 pm

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Extending one of the longest and most storied partnerships in the history of sports media, Comcast NBCUniversal has signed a $3 billion extension with the IOC to retain U.S. media rights for the Olympic Games through 2036. The agreement not only covers the U.S. media rights but takes Comcast NBCU from media-rights holder to strategic partner and adds new joint strategic initiatives and projects focused on digital. The partnership, approved by the IOC Executive Board (EB) yesterday, starts this year.

The extension of the media rights for the 2033-36 cycle, covering the 2034 Salt Lake City Winter Games and the 2036 Summer Games (host yet to be determined), is valued at $3 billion and is a major contributor to the long-term financial stability of the entire Olympic Movement. The IOC distributes 90% of the revenue generated to support athletes and sports organizations around the world.

With immediate effect, the new partnership provides additional value:

Building on Comcast's expertise in technology infrastructure, connectivity, and media to support the delivery of the Games

Support for the in-venue distribution of the live TV coverage of Olympic Broadcasting Services (OBS)

Support for OBS in production of the Olympic Video Player

Collaboration on digital-advertising opportunities in the U.S.

The benefit to IOC of Comcast's investment in relevant and innovative startups

Extension of the media-rights agreement across all platforms in the U.S. for the Olympic Games until 2036 on NBCUniversal, including its Peacock streaming platform

This agreement with Comcast is groundbreaking, said IOC President Thomas Bach in announcing the deal, because it goes far beyond the traditional media-rights agreement, which we have had for many years with our valued partner. 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 U.S. are able to experience the Olympic Games like never before.

Said Comcast Chairman/CEO Brian Roberts, There is no event like the Olympics. Its power to bring joy and the unifying spirit it embodies are truly unique. 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. 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.

United States Olympic and Paralympic Committee (USOPC) President Gene Sykes added, As we re-commit 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. 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.

NBCUniversal's fully distributed coverage of Paris 2024 generated consumption records and milestones wherever fans were watching. The company's coverage from Paris reached an average of 67 million total viewers per day across its broadcast, cable, and streaming platforms. Fans streamed 23.5 billion minutes of NBCUniversal's Paris 2024 coverage, led by Peacock - 40% more than all prior Olympic Summer and Winter Games combined. Gen Z powered a record 6.55 billion impressions across NBCUniversal's social-media platforms for Paris 2024, a 184% increase from Tokyo 2020.

Comcast NBCUniversal has a deep and critically acclaimed history with the Olympic Games and the Olympic Movement. Beginning with Tokyo 1964, NBCUniversal has presented 19 Olympic Games and 13 consecutive editions, more than any other U.S. media company. Today's announcement means that, at the conclusion of the 2036 Summer Games, NBCUniversal will have presented 25 Olympic Games and 19 consecutive editions. Comcast 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.

LINK:	https://www.sportsvideo.org/2025/03/13/ioc-comcast-nbcu-ink-3b-media-r...
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