Comcast, through its NBCUniversal division, has secured a significant deal with the International Olympic Committee (IOC) to extend its media rights for broadcasting the Olympic Games in the United States through 2036.
This agreement, valued at approximately $3 billion, was announced on March 13, 2025, and marks a continuation and expansion of Comcast’s long-standing relationship with the Olympics.
Key Details of the Deal
The deal extends Comcast’s existing media rights, which were previously set to expire after the 2032 Summer Olympics in Brisbane, Australia. It now includes the 2034 Winter Olympics in Salt Lake City, Utah, and the 2036 Summer Olympics, the host city for which has not yet been determined.
Beyond simply retaining broadcast rights, the agreement elevates Comcast from a traditional media rights holder to a "strategic partner" of the IOC. This involves collaboration on various fronts, such as broadcast infrastructure, in-venue distribution of live TV coverage through Olympic Broadcasting Services (OBS), production support for the Olympic Video Player, and digital advertising opportunities in the U.S.
The Olympics will continue to be aired across NBCUniversal platforms, including the NBC broadcast network and the streaming service Peacock, ensuring wide accessibility for American viewers.
Cost: The $3 billion agreement reflects a modest increase from Comcast’s previous per-cycle payment of around $1.4 billion, bringing it to approximately $1.5 billion per Olympic cycle for the additional years (2033-2036). This investment underscores the value Comcast places on live sports content.
Olympic Movement Support: The IOC emphasizes that this deal contributes to the long-term financial stability of the Olympic Movement, with 90% of its revenue—amounting to millions daily—distributed to support athletes and sports organizations globally.
Live Sports Strategy: Comcast and NBCUniversal are doubling down on live sports to bolster their media portfolio, particularly to drive subscriptions to Peacock. The success of the 2024 Paris Olympics, which saw over 30 million viewers across NBC platforms and a record $1.2 billion in advertising revenue, highlights the potential of this strategy.
Historical Ties: NBC has been a key broadcaster of the Olympics since 1988 for the Summer Games and 2002 for the Winter Games. By 2036, NBCUniversal will have covered 25 Olympic Games, cementing its legacy as the primary U.S. Olympic broadcaster for nearly five decades.
IOC President Thomas Bach: Described the agreement as "groundbreaking," noting that it transcends traditional media rights deals by integrating Comcast’s innovative approach across linear TV, streaming, and digital platforms, enhancing the experience for fans and stakeholders.
Comcast CEO Brian Roberts: Emphasized the unique cultural and unifying power of the Olympics, highlighting how this partnership aligns with technological transformation and Comcast’s commitment to delivering exceptional content and support to the Olympic ecosystem.
Future Implications: The deal ensures that U.S. audiences will experience the Olympics through NBCUniversal’s lens for at least another decade, covering significant events like the 2028 Summer Games in Los Angeles and the 2034 Winter Games in Salt Lake City. The 2036 Summer Games’ host remains undecided, with speculation pointing to regions like the Middle East or India as potential candidates.
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