The International Olympic Committee (IOC) and Comcast NBCUniversal have announced a new long-term partnership, securing exclusive media rights for the Olympic Games in the United States through 2036. The agreement, valued at $3 billion, covers all platforms, including NBCUniversal’s streaming service Peacock, and extends the longstanding relationship between the two organisations.
The deal includes coverage of the 2034 Winter Games in Salt Lake City-Utah and the 2036 Summer Games, whose host city is yet to be determined. It also introduces new joint strategic initiatives aimed at enhancing how the Olympic Games are delivered and experienced in the digital age.
Under the agreement, Comcast NBCUniversal will provide additional support in several areas:
- Strengthening the technology infrastructure for streaming and broadcast.
- Enhancing live TV coverage through Olympic Broadcasting Services (OBS).
- Supporting the development of the Olympic Video Player.
- Expanding digital advertising opportunities in the US.
- Investing in innovative start-ups related to sports and media.
This partnership builds on NBCUniversal’s success with the Paris 2024 Olympics, which averaged 67 million viewers per day across broadcast, cable, and streaming platforms. Peacock alone recorded 23.5 billion streaming minutes, a 40% increase compared to previous Summer and Winter Games. Social media engagement, driven by Gen Z, generated 6.55 billion impressions, up 184% from Tokyo 2020.
Thomas Bach, IOC President, 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.”
Brian Roberts, Comcast Chairman and CEO, said, “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. This groundbreaking, new, long-term partnership between Comcast NBCUniversal and the International Olympic Committee not only recognises this dynamic but anticipates that it will accelerate. It is our honour 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 organising the Olympic Games around the world.”
Gene Sykes, President of the US Olympic and Paralympic Committee (USOPC), said, “As we recommit to our collective mission, this groundbreaking partnership between the IOC, Comcast NBCUniversal and the USOPC signifies a new era of collaboration and engagement that will enhance the Olympic and Paralympic Movements immediately. With our eyes set on the Olympic Winter Games Milano Cortina 2026 and beyond, we are excited to leverage innovative technologies and shared resources that will ensure an unforgettable experience for athletes and fans alike.”
NBCUniversal has a long history with the Olympics, dating back to the Tokyo 1964 Games. The company has covered 19 Olympic Games and will reach 25 Olympic Games by the conclusion of the 2036 Summer Games. Comcast has also been an official partner of Team USA since 2017. The new agreement positions Comcast NBCUniversal to continue shaping how US audiences experience the Olympic Games, combining traditional broadcast with evolving digital and streaming platforms.