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≡ OLYMPICS REMAIN AT NBC ≡
Ending long speculation about a future U.S. television deal, the driving force behind the finances of the International Olympic Committee – and the Olympic Movement – the IOC and Comcast NBCUniversal announced an expansion of rights beginning in 2025 and including broadcast rights from 2033-36 for $3 billion U.S.
This includes the 2034 Olympic Winter Games in Salt Lake City, a potential advertising bonanza for NBC, and the 2036 Olympic Games, which are yet to be awarded, but which have many suitors.
Thursday’s announcement came after the deal was agreed by the IOC Executive Board, and explained that the relationship between the parties was expanding:
“With immediate effect, the new partnership provides additional value, including:
● “building on Comcast’s expertise in technology infrastructure, connectivity and media to support the delivery of the Olympic Games;
● “support for the in-venue distribution of the live TV coverage of Olympic Broadcasting Services (OBS);
● “support to OBS in the production of the Olympic Video Player;
● “collaboration on digital advertising opportunities in the United States;
● “the IOC benefitting from Comcast’s investment in relevant and innovative start-ups;
● “the extension of the media rights agreement across all platforms in the United States for the Olympic Games until 2036 on NBCUniversal, including its streaming platform Peacock.”
The last extension of NBC’s rights came in 2014, with the purchase of rights for six Games for $7.65 billion:
● 2022 and 2024: reported $2.50 billion
● 2026 and 2028: reported $2.55 billion
● 2030 and 2032: reported $2.60 billion
The 2033-36 extension for two Games for $3.00 billion – with the other stuff thrown in – is a 15% raise is looked at strictly in terms of rights fees (which the IOC and Comcast say is only part of the deal).
In any case, it takes the U.S. television rights off the table through 2036, cementing NBC’s lock on the Games which it has had since the 1988 Olympic Games in Seoul (KOR) and since the 1994 Winter Games in Lillehammer (NOR).
IOC President Thomas Bach (GER) said:
“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. 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, Organising 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.”
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