Super Bowl, NBA, Olympics Drive NBC Toward Billion-Dollar February

There is plenty of hype around NBC Sports’s programming plans for February 2026, but also some very real expectations and serious financial implications for what now stands as one of the most important moments in network history.

NBC Sports was already planning for one of the most significant confluences in modern sports media history, with Super Bowl LX, the Milan-Cortina Olympics, and the 2026 NBA All-Star Game all happening on the network over 17 days next winter. Parent company NBCUniversal, however, took those expectations to the stratosphere Monday in an upfront presentation to advertisers in New York, calling those events a foundation of “the greatest collection of content that has ever been assembled by one media company.”

“Sports is definitely having a moment in the industry,” said Mark Marshall, NBCUniversal chairman of global advertising and partnerships. “As some sports are moving to streaming, and other platforms are adding a game or two to their schedule, this idea of sports and streaming is not new to us. In fact, Peacock was built on sports.”

Beyond talking points, however, there is some real heft behind the boasts. NBC Sports is buttressing its NBA coverage with a series of new features on Peacock and is bringing back basketball legend Michael Jordan as a “special contributor” for the NBA coverage. The network also brought Spurs center Victor Wembanyama to the upfront to help tout the forthcoming coverage. The league is also actively considering another retooling of the format of the forthcoming All-Star Game in Los Angeles.

The NFL coverage will start with a significant draw of the defending champion Eagles and divisional rival Cowboys for the kickoff game Sept. 4, continue with Sunday Night Football that is seeking a 15th straight season as the most-watched program in U.S. primetime television, and then include an exclusive stream on Peacock during Week 17 of the regular season. That latter game, a Saturday matchup on Dec. 27, is being branded as the “Peacock Holiday Exclusive” and serves as another important forerunner to Super Bowl LX in Santa Clara, Calif.

The 2026 Olympic Games, meanwhile, stand to benefit from a six-hour time difference between the U.S. East Coast and Italy that is much more favorable than the last two Winter Olympics, each held in Asia. 

The Big Money

Back in February, Fox grossed more than $800 million just from Super Bowl LIX, which drew the best-ever audience on U.S. television. Putting the three major events together, NBCUniversal and its parent company are positioned to generate well into the 10 figures in gross advertising revenue.

Comcast was already increasingly leaning in to its sports portfolio to buttress the company, as some of its core connectivity products fall under increased pressure.

Next year, meanwhile, will be the 100th anniversary of the NBC broadcast network, something the company plans to lean in to heavily.