NBC Universal has secured the exclusive broadcasting rights for the Olympics in the United States through at least the year 2036. This new agreement was confirmed by the International Olympic Committee (IOC) on Thursday, marking a significant milestone in the ongoing partnership between the IOC and NBC. The $3 billion deal ensures that NBC will broadcast the 2034 Winter Olympics, expected to be held in Salt Lake City, as well as the Summer Games of 2036.
With this renewed partnership, NBC is not just a media rights holder but now stands as a strategic partner with the IOC. The collaboration promises to deliver “innovative joint strategic initiatives and projects,” utilizing Comcast’s streaming service, Peacock. According to the IOC, this deal includes expectations of benefiting from Comcast’s investments in innovative startups. The announcement of this agreement comes right before the upcoming transition of leadership within the IOC, with Thomas Bach soon stepping down as president.
The location for the 2036 Summer Olympics has not yet been determined, but there is substantial interest from various countries, including India, Qatar, Turkey, Hungary, and Indonesia. NBC’s journey with the Olympics broadcasting rights started with a pivotal deal signed in 2014 that secured broadcasting of the Games through 2032. That agreement was valued at an impressive $7.75 billion and covers the upcoming 2028 Summer Olympics in Los Angeles.
Their success was evident during the recent 2024 Paris Olympics, where NBC reported having captured an audience of 67 million viewers daily across all platforms. This achievement included the popular participation of cultural icon Snoop Dogg, who became a sensation among both American audiences and those attending the Games in Paris.
The contract signed in 2014 was regarded as a foundational move early in Thomas Bach’s presidency, ensuring financial stability for the Olympic movement. This new agreement, signed just before the potential election of Bach’s successor, aims to further this legacy by partnering closely with NBC to evolve the broadcast landscape in harmony with quickly advancing technology.
NBC’s history with Olympic broadcasts dates back to 1988 for the Summer Games and 2002 for the Winter Games, starting in Salt Lake City. Prior agreements, such as the 2011 renewal, had already locked in coverage for each Olympic event from 2014 through 2020 for $4.38 billion.
Comcast Chairman and CEO Brian Roberts expressed the company’s commitment to continuing its long-standing tradition of producing engaging and widely accessible Olympic content. He emphasized the company’s dedication to enhancing technological support and innovative solutions that benefit athletes and Olympic organizers worldwide.
