IOC and Comcast NBCUniversal forge partnership for the digital era

In boost to Olympic broadcasting

The International Olympic Committee (IOC) and Comcast NBCUniversal have signed a new, game-changing partnership that will last over a decade and completely transform fans’ experiences of the Olympic Games.

The deal, which has been approved by the IOC Executive Board (EB), signifies the evolution of the long-standing collaboration between the two organisations. Starting in 2025, the agreement not only secures media rights for all platforms in the United States until 2036 but also lays the groundwork for a range of innovative strategic initiatives designed to enhance the global media landscape and expand the reach of the Olympic Movement.

The partnership encompasses an extraordinary extension of the media rights agreement, valued at $3 billion. It includes comprehensive coverage of the Olympic Games, starting with the 2026 Winter Olympics in Milan-Cortina and continuing to the 2036 Olympic Games, for which the host city has yet to be determined.

This substantial agreement will significantly contribute to the financial stability of the Olympic movement. The IOC will distribute 90 per cent of the generated revenue to support athletes and sports organisations worldwide.

Enhanced fan experience

Beyond the traditional media rights model, the deal also marks a new era of collaboration, combining Comcast’s cutting-edge technological expertise with the IOC’s vision for an enhanced fan experience. The agreement will leverage Comcast’s technology, connectivity, and media infrastructure to deliver the Olympic Games like never before.

For instance, Comcast will assist in the in-venue distribution of live TV coverage via Olympic Broadcasting Services (OBS) and offer support for developing the Olympic Video Player.

One of the deal’s most exciting facets is its focus on digital platforms. The partnership ensures the extension of media rights across all platforms in the United States, including the streaming service Peacock, which is poised to play a crucial role in distributing Olympic content.

Given the rapid evolution of digital media and consumer habits, the IOC sees this as a vital step to engage a broader audience, particularly the younger, tech-savvy generation that increasingly consumes content through streaming services.

IOC President Thomas Bach said: “This agreement with Comcast is groundbreaking because it goes far beyond the traditional media rights agreement 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, benefiting 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 can experience the Olympic Games like never before.”

Comcast Chairman and CEO Brian Roberts echoed Bach’s sentiment, noting the transformative power of technology. “There is no event like the Olympics. Its power to bring joy and the unifying spirit it embodies are genuinely 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 recognises this dynamic and anticipates that it will accelerate,” Roberts said.

He added: “It is our honour to continue to use the full power of our company’s expertise in creating and distributing content that connects with Americans and to begin providing 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.”

Digital advertising scope

The partnership also promises to generate new opportunities for digital advertising, leveraging the vast audience reach offered by NBCUniversal’s various platforms. With the explosion of digital and social media, the Olympic Games have never had such a profound and widespread global presence, and this deal ensures that sponsors, advertisers, and brands can tap into that potential.

NBCUniversal’s track record of success with Olympic coverage is remarkable. The company’s comprehensive broadcast of the Paris 2024 Summer Olympics set new records, with an average of 67 million daily viewers across broadcast, cable, and streaming platforms. In addition, fans streamed 23.5 billion minutes of NBCUniversal’s Paris 2024 coverage, with Peacock leading the way in viewing hours.

This marked a 40 per cent increase in streaming consumption compared to all previous Olympic Games combined. Furthermore, social media activity surrounding the Games experienced a significant surge, with Gen Z audiences driving a record-breaking 6.55 billion impressions across NBCUniversal’s platforms—an increase of 184 percent compared to the Tokyo 2020 Games.

Such impressive achievements underscore Comcast NBCUniversal’s deep and sustained commitment to the Olympic Games. The company has been broadcasting the Olympics since the 1964 Tokyo Games, presenting 19 Olympic Games, including 13 consecutive editions.

25 Olympic Games

As a result of this new agreement, by the time the 2036 Summer Games conclude, NBCUniversal will have broadcast 25 Olympic Games and 19 straight editions—an unparalleled record among US media companies. Comcast also serves as an official partner of Team USA, having supported the Olympic and Paralympic Movements in the United States since 2017.

Gene Sykes, President of the United States Olympic and Paralympic Committee (USOPC), emphasised the significance of this new era of collaboration. “As we recommit to our collective mission, this groundbreaking partnership between the IOC, Comcast NBCUniversal, and the USOPC signifies a new era of cooperation 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 to ensure an unforgettable experience for athletes and fans,” Sykes added.

The agreement focuses on the media and broadcasting side of the Olympics and opens up exciting avenues for innovation and technology. The IOC stands to benefit from Comcast’s investments in emerging start-ups, particularly those working on cutting-edge technologies that have the potential to revolutionise the Olympic experience. These technologies could enhance everything from athlete performance and training to fan engagement and immersive experiences.

As part of the agreement, the IOC Executive Board has authorised the next IOC President, who will be elected on March 20, 2025, to finalise and sign the deal after taking office in June 2025. This move ensures a smooth transition of leadership while reaffirming the IOC’s long-term commitment to the partnership with Comcast NBCUniversal.

With the sports media landscape evolving faster than ever, this partnership marks a significant milestone in the future of Olympic broadcasting. It secures the Games’ financial future and strengthens the connection between athletes, fans, and the Olympic spirit across generations.

Combining the resources of one of the world’s leading media and technology companies with the IOC’s rich heritage, the partnership sets the stage for an exciting and innovative future for the Olympic Games, delivering unparalleled coverage and experiences for fans worldwide.

Image: The IOC-Comcast NBCUniversal partnership encompasses an extraordinary extension of the media rights agreement, valued at $3 billion. Credit: Jim De Ramos