Lausanne, Switzerland – March 13, 2025 – The International Olympic Committee (IOC) and Comcast NBCUniversal have unveiled a transformative partnership that promises to redefine the Olympic experience in the United States through 2036. Approved by the IOC Executive Board yesterday, this landmark agreement extends media rights across all platforms and introduces innovative joint initiatives, elevating Comcast NBCUniversal from a traditional broadcaster to a strategic ally in the rapidly evolving digital era.
The deal, valued at $3 billion for the 2033-2036 cycle, secures Comcast NBCUniversal’s rights to broadcast the Olympic Winter Games Salt Lake City-Utah 2034 and the yet-to-be-determined Olympic Games 2036. This financial commitment ensures long-term stability for the Olympic Movement, with the IOC redistributing 90 percent of its revenue to support athletes and sports organizations globally. But the partnership goes beyond dollars and broadcasts, tapping into Comcast’s technological prowess to enhance how the Games are produced, delivered, and experienced.
Set to begin in 2025, the collaboration leverages Comcast’s expertise in connectivity, media, and innovation. Key elements include bolstering Olympic Broadcasting Services (OBS) with in-venue TV distribution and enhancements to the Olympic Video Player, as well as exploring digital advertising opportunities in the U.S. The IOC will also benefit from Comcast’s investments in cutting-edge startups, ensuring the Olympics stay at the forefront of technological advancement. The agreement extends NBCUniversal’s coverage across its platforms—including the streaming service Peacock—building on a legacy that saw Paris 2024 shatter viewership records with 67 million daily viewers and 23.5 billion streamed minutes.
IOC President Thomas Bach hailed the deal as a game-changer. “This agreement with Comcast is groundbreaking because it goes far beyond the traditional media rights agreement,” Bach said. “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.” He emphasized the need to adapt to a fast-changing media landscape, positioning the IOC to deliver unparalleled access to American audiences.
Comcast Chairman and CEO Brian Roberts echoed Bach’s enthusiasm, calling the Olympics a singular event that unites people through technology and storytelling. “We live in a time when technology is driving faster and more fundamental transformation than we’ve seen in decades,” Roberts said. “This long-term partnership not only recognises this dynamic but anticipates that it will accelerate.” He pledged to deploy Comcast’s full resources to support the IOC, from content creation to innovative solutions for athletes and organizers.
The partnership also strengthens ties with the United States Olympic and Paralympic Committee (USOPC). President Gene Sykes praised the collaboration as a “new era” that will enhance the Olympic experience, starting with the Milano Cortina 2026 Winter Games. “We are excited to leverage innovative technologies and shared resources that will ensure an unforgettable experience for athletes and fans alike,” Sykes said.
NBCUniversal’s Olympic track record underscores its pivotal role. Since Tokyo 1964, the company has aired 19 Olympic Games, including 13 consecutive editions—more than any other U.S. media outlet. By 2036, that tally will reach 25 Games and 19 consecutive broadcasts. Paris 2024’s success, with Gen Z driving a 184 percent surge in social media impressions compared to Tokyo 2020, highlights NBCUniversal’s ability to engage modern audiences. Comcast’s sponsorship of Team USA since 2017 further cements its commitment.
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