LAUSANNE, SWITZERLAND & PHILADELPHIA, PA — The International Olympic Committee (IOC) has entered a groundbreaking new partnership with Comcast NBCUniversal, extending the media rights for the Olympic Games in the United States through 2036. This enhanced collaboration, valued at $3 billion for the 2033-2036 cycle, represents a transformational shift from a traditional media rights agreement to a strategic alliance focused on innovation and long-term sustainability.
The partnership, approved by the IOC Executive Board, builds on the companies’ decades-long relationship and takes effect in 2025. It also includes a spectrum of initiatives leveraging Comcast’s advanced technology and media expertise to enrich the Olympic experience for fans, athletes, and organizers alike.
The agreement guarantees rights across all platforms, including NBCUniversal’s broadcast and cable channels, as well as its Peacock streaming service. It also strengthens the IOC’s global financial footing, contributing to the 90% of generated revenue that is redistributed to athletes and sports organizations worldwide.
“This agreement with Comcast is groundbreaking because it goes far beyond the traditional media rights agreement,” said Thomas Bach, President of the IOC. “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.”
Expanding Innovation and Viewer Engagement
The partnership extends Comcast NBCUniversal’s support beyond broadcast coverage, encompassing projects to modernize the Games’ digital evolution. These include advancements in live TV distribution for the IOC’s Olympic Broadcasting Services (OBS), enhanced functionality for its Olympic Video Player, and collaboration on digital advertising. Additionally, Comcast’s investments in innovative start-ups and technologies will create new opportunities for the IOC and its stakeholders.
Brian Roberts, Chairman and CEO of Comcast NBCUniversal, reflected on the event’s unifying power and the potential for transformation. “There is no event like the Olympics. Its power to bring joy, and the unifying spirit it embodies, are truly unique. This groundbreaking, new partnership anticipates the accelerating pace of technological change. It is our honor to use our company’s expertise to connect with viewers and provide innovative solutions that benefit athletes and organizers around the world.”
A Focus on Athletes and Audience Growth
The deal also highlights the commitment to enhancing the athlete and fan experience. U.S. viewership for Paris 2024 across NBCUniversal platforms surpassed expectations, with 67 million daily viewers, 23.5 billion streaming minutes, and social media impressions up 184% from Tokyo 2020. This momentum underscores the relevance of the Olympics to a global, diverse audience, including younger generations like Gen Z.
Gene Sykes, President of the United States Olympic and Paralympic Committee, emphasized the importance of collaboration. “This groundbreaking partnership between the IOC, Comcast NBCUniversal, and the USOPC signifies a new era of collaboration and engagement. Leveraging innovative technologies will ensure an unforgettable experience for athletes and fans alike as we head into Milano Cortina 2026 and beyond.”
With coverage extending through Salt Lake City’s 2034 Winter Games and the yet-to-be-determined host for the 2036 Summer Games, this partnership cements Comcast NBCUniversal’s pivotal role in the Olympic Movement. The alliance’s innovative approach is set to redefine how the world engages with the Games, creating an enduring legacy for future generations.
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