• Loading stock data...
Thursday, August 7, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Can NBC Capitalize on Super Bowl, Olympics, NBA Trio in 2026?

NBC has had several big February slates before, but none will be bigger than in 2026 when it shows the Winter Olympics, Super Bowl LX, and the NBA All-Star Game.

NBC Sports
Troy Taormina-Imagn Images

NBC’s programming and marketing push for the 2026 Winter Olympics has begun, and the network has two very powerful tools to boost awareness and revenue: the NFL and the NBA.

The countdown to the event, shared by the Italian cities of Milan and Cortina, formally started Wednesday, as NBC broadcast live from the event site for the Today show, and also announced the broad outlines of a programming plan that will include more total coverage than any prior Winter Olympics. The network is undoubtedly expecting a big resurgence for the Winter Olympics, mirroring last summer in Paris, after a 2022 event in Beijing that sank to record-low U.S. ratings. That’s particularly true as next year’s Games offer a much more favorable time-zone difference for U.S. viewers compared to the two prior Winter Olympics in Asia.

“Paris proved that the Olympics are back and remain an unrivaled media property,” said NBC Sports president Rick Cordella. “We expected Milan-Cortina to carry on that legacy. The time zone allows us to mimic our Paris programming and coverage strategy.”

The Olympics, however, will hardly be alone in NBC’s plans for a year from now. The opening ceremony next year will be Feb. 6, two days before the network also broadcasts Super Bowl LX from Santa Clara, Calif. That Olympics–Super Bowl combination is something that NBC previously had in 2018 and 2022, and purposely sought in its current NFL rights deal to also have in 2030. If NBC is able to renew its Olympics media rights that currently expire in 2032, the two-event confluence will additionally happen in 2034. 

The Super Bowl–Olympics combination, meanwhile, also allows NBC to mandate that many advertisers of one event also buy time in the other—a formula that helped the network generate nearly $1.5 billion in combined revenue from the pairing in 2022.

Even greater riches likely await NBC next year, particularly after Fox said Wednesday it generated more than $800 million from Super Bowl LIX alone. 

More to the Story

There’s yet another major part of NBC’s early 2026 sports plan: coverage of the NBA All-Star Game on Feb. 15 in Los Angeles. The network gained the rights to the league’s midseason showcase as part of new, 11-year deals announced last summer with NBC, ESPN, and Amazon, and the All-Star Game will be a major part of NBC’s return to the NBA after a 23-year absence.

Such a confluence of major events within a matter of days on a single network is arguably unrivaled in sports broadcasting history. 

That situation, in turn, will be a major boost for NBC corporate parent Comcast. The company recently posted a historically strong quarter financially, but it is in the midst of significant change as it sees more lift from content programming instead of distribution and is also spinning off most of its cable networks.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

After Draft-Day Snub and Drama, Sanders to Start Preseason Opener

Multiple injuries mean Sanders gets the nod for the opening preseason game.
Diana Taurasi

Diana Taurasi Warns Against WNBA Work Stoppage 

Taurasi saw several key negotiations in her legendary career.

Former Heat Security Guard Indicted in $2M Memorabilia Scheme

He is accused of stealing more than 400 game-worn jerseys and other memorabilia, prosecutors say.

WNBA Hits Sophie Cunningham With Fine Over Ref Criticism—Again

Cunningham was fined $500 in July for criticizing referees on a TikTok.

Featured Today

Inked Under Anesthesia: Athletes Getting $50,000 Tattoos

High-end studios, elite artist teams, and hours under anesthesia.
Coco Gauff at New York Liberty
August 2, 2025

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Las Vegas sign
July 29, 2025

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
NFL Network host Kimmi Chex gives Indianapolis Colts running back Jonathan Taylor a draft do-over during the second round of the 2025 NFL Draft on Friday, April 25, 2025, at Lambeau Field in Green Bay, Wisconsin. Taylor was drafted in 2020 when the draft was held virtually due to COVID.

ESPN Reaches NFL Draft Rights Extension Following Mega-Deal

The network will continue to broadcast the draft through 2030, say sources.
August 4, 2025

NFL’s Hall of Fame Game Draws 6.9M TV Viewers, Highest Since 2021

The Lions and Chargers played this year’s game in Canton, Ohio.
Apr 2, 2023; Inglewood, CA, USA; Roman Reigns during Wrestlemania Night 2 at SoFi Stadium. Mandatory Credit:
August 6, 2025

ESPN Strikes $1.6 Billion Streaming Deal With WWE

WWE’s premium live events are migrating from NBC’s Peacock in 2026.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jul 15, 2025; Boston, Massachusetts, USA; Indiana Fever guard Caitlin Clark (22) reacts to the crowd as they take on the Connecticut Sun in the first quarter at TD Garden.
July 30, 2025

WNBA Viewership Up Across All Networks Compared to 2024

Non-Fever games are up 37% compared to the full 2024 season.
NASCAR Cup Series driver Bubba Wallace (23) celebrates winning Sunday, July 27, 2025, the Brickyard 400 at Indianapolis Motor Speedway.
July 30, 2025

Amazon, TNT Post Near-Identical NASCAR Ratings in Debut Season

The cable channel is a new media-rights partner this season.
Jul 27, 2025; Chicago, Illinois, USA; Chicago Sky guard Kia Nurse (11) drives to the basket against Indiana Fever guard Sophie Cunningham (8) during the second half at United Center.
July 29, 2025

Fever-Sky Draws 1.5M Viewers Despite Clark, Reese Absences

Clark and Reese both missed the game due to injury.
July 29, 2025

WBD Restructuring Shows What’s Old Is New Again

WBD will become Warner Bros. and Discovery Global as two separate entities.