Snoop Dogg competes in the women’s qualifying for the Rhythmic Gymnastics on the second day of the 2024 Olympic Games in Paris, held on July 28, 2024 at the Bercy Arena in Paris.
Arturo Holmes | Getty Images Sport | Getty Images
Comcast The International Olympic Committee has reached a new agreement that expands the company’s broadcast range and expands media rights to the Olympics until 2036.
On Thursday Press releaseThe committee said about $3 billion The agreement promotes Comcast from a media rights holder to a “strategic partner.” Comcast and the organization will collaborate on broadcast infrastructure, unrelated distribution and U.S. digital advertising, the IOC said.
“This agreement with Comcast is groundbreaking because it goes far beyond the traditional media rights agreement we have with our valuable partners for years,” IOC President Thomas Bach said in the announcement. “The media landscape is growing rapidly, and by working with world-leading media and technology companies, we will ensure that U.S. fans can experience the Olympics as they did before.”
Comcast’s previous agreement with the Olympic Committee will end after the 2032 Olympic Games in Brisbane, Australia. New deal grants Comcast rights to promote winter 2034 Olympic Games in Salt Lake City and summer 2036 The Olympics are in a city that has not yet been determined.
“We live in a period of transition that is faster in technology driving, more fundamental than we have in decades. This groundbreaking, new, long-term partnership between Comcast NBCuniversal and the International Olympic Committee not only recognizes this dynamic, but it is expected to accelerate,” he said.
The deal is because Comcast and its NBCuniversal division aim to use live sports to drive subscriptions to the streaming service Peacock. NBC will spend about $2.5 billion a year Carry a pack of NBA games Starting next season.
Olympic coverage on peacock at the Summer Olympics held in Paris last year There seems to be a reward For the company. More than 30 million people watched the Olympics on NBC’s TV and streaming platforms, with advertising revenue reaching a record $1.2 billion.
Disclosure: Comcast is the parent company of NBCuniversal and CNBC.
