Comcast’s NBC Universal will continue to serve as the exclusive domestic rights holder to the Summer Olympic Games and the Winter Olympic Games through 2036, the company announced in a joint statement with the International Olympic Committee (IOC) on Thursday.
The partnership will keep the Olympic Games on NBC, Telemundo its streaming service Peacock and other channels for at least four additional years beyond its prior contract, which was set to expire in 2032.
The deal covers the 2034 Winter Olympic Games in Salt Lake City and the 2036 Summer Olympic Games in a host city that has yet to be announced.
In addition to the telecast agreement, Comcast and NBC Universal have agreed to partner with the IOC on the development of a new video player that will support the Olympic Broadcasting Service (OBS), the main provider of video feeds from the Olympic tournaments, and will see cross-collaboration on digital advertising opportunities within the United States.
“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,” Thomas Bach, the President of the IOC, said in a statement. “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.”
“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,” Comcast CEO Brian Roberts said. “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.”
NBC, Telemundo and Peacock last distributed the 2024 Summer Olympic Games from Paris, which had an average daily audience of 67 million viewers across channels and apps.
Peacock is becoming an important part of Comcast’s Olympics distribution, with the platform offering live access to all events over the past few tournaments. Typically, live games are also available on some Comcast-owned channels like USA Network, CNBC and E!, though the company is spinning off its cable networks division into a separate company soon, and it isn’t clear if the games will be sublicensed to the networks in the future.
