The Olympic broadcasting is going to get a revamp. With NBC’s coverage of the Paris Olympics creating several records, the IOC has taken yet another milestone decision. The International Olympic Committee has teamed up with Comcast NBCUniversal for what they are referring to as a “groundbreaking” partnership. The Olympic sports had been suffering from a lack of visibility in recent times. Thus, in order to ensure a head start, the recent deal will make use of the advanced opportunities provided by the media.
According to reports, the contract extends till the 2036 Olympics. It will have sole ownership of Olympic sports in the United States Of America on all platforms. Interestingly, that is not all. The deal also includes several innovative initiatives and projects that aim to enhance the viewing experience of the Olympic games. One of the biggest highlights of the deal is the fact that it is valued at $3 billion. This is huge as the IOC usually distributes 90 percent of its generated revenue to support athletes.
NBCUniversal will be supporting the in-venue distribution of the live TV coverage. As a matter of fact, there are enough reasons to get excited about the deal. After all, NBC is no stranger in delivering quality Olympic products. Take for example Paris. The average per day viewership was calculated at a whopping 67 million in total. Next up, the NBCUniversal had 23.5 billion minutes of live streaming from the fans. Peacock was the top choice for fans as it recorded 40 percent more viewership than every previous Summer and Winter games combined.
The coverage also saw the social media of NBC get a significant boost. Compared to the previous Olympics in Tokyo, Paris saw a 184 percent increase, painting a lively picture for its future. Excited at the prospect of the new deal, IOC President Thomas Bach stated, “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.” Bach also stated that with the media dynamics changing rapidly, this contract will ensure a never like before viewership.
The International Olympic Committee and Comcast NBCUniversal have agreed on a new groundbreaking partnership for the new digital era. Learn more: https://t.co/7KwVUyWJbW pic.twitter.com/9SkxcXyeIu
— NBC Olympics & Paralympics (@NBCOlympics) March 13, 2025
Though there was high viewership registered during the Paris Olympics, some aspects of their coverage received due criticism as well. There were technical glitches with streaming or accessing content on its platforms, contributing to the perception of a rocky coverage. But one can hope that they will look to address these issues in the future.
Meanwhile, the fans on social media seem to have been significantly impressed by the latest deal. They lauded the approach and put forth their opinions on the same.
Fans support the IOC-NBCUniversal deal
Ignoring the past issues, the fans seem to have put their faith into the recent deal. As soon as the news went out, fans flocked to the comments section to express their point of view.
One fan came forward and pointed out NBC’s consistency and streaming impact over fans. They praised NBC’s Olympic coverage, emphasizing how Peacock’s streaming service enhances the viewing experience by allowing access to every event. Their comment read, “Well alright then! I truly believe the Olympics belong on NBC. I don’t see ESPN/ABC, FOX or CBS would do any better at it. The NBC broadcast of the Olympics has gotten better with the addition with Peacock being able to stream every single event!!!” This reflects NBC’s strategic move to expand digital accessibility, aligning with the new partnership’s goal of offering seamless multi-platform coverage.
Another fan pointed out how such a step hints at the future of Olympic coverage being secured. The netizen highlighted that NBC will broadcast the 2034 Winter Olympics in Salt Lake City and the 2036 Summer Olympics. “The 2034 Winter Olympics in Salt Lake City/Utah and 2036 summer Olympics in TBD will be on NBC,” wrote the fan. Such an update confirms that the extended rights deal secures NBC’s Olympic coverage through 2036, providing long-term stability for US viewers.
Highlighting the unexpected direct deal, one fan expressed surprise that the IOC didn’t seek open bids from other platforms despite the US hosting the 2034 Winter Olympics. This underscores the strategic value the IOC sees in Comcast NBCUniversal’s established expertise and infrastructure. The X user commented, “WOW. Was sure the IOC would put this out there for an open bid to try and lure in some of the streamers. Especially with an Olympics on US snow and ice. Great for NBC.”
Another fan noted the extension’s early timing but acknowledged NBC’s reliable coverage. They also hinted at how the IOC’s decision reflects confidence in NBC’s ability to adapt to the evolving media landscape and deliver consistent, high-quality coverage. “Kinda surprised they extended so early tbh. NBC does a good job though, so can’t complain at this,” commented the fan.
One netizen pointed out the $3 billion value of the deal, noting the Olympic Movement’s need for change. The fan stated, “The IOC signed a $3 billion deal with NBC to sell television rights in the US to the Olympics through 2036. The money is right, and the Olympic movement itself certainly needs changes, but the Olympics themselves are still a top product.” It also underscores how the agreement not only secures financial stability but also enables strategic growth and innovation in Olympic broadcasting.
Thus, it is evident that the new deal has sent ripples across the Olympic realm. It now remains to be seen how much of a change the deal originally brings in.
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