• Loading stock data...
Friday, June 20, 2025

Twitter, NBC Olympics Extend Content Agreement Through 2022 Games

  • Twitter will air an exclusive studio program every morning during the Games, as well as daily highlights and live look-ins.
  • NBCUniversal has Olympic rights through 2032.
Twitter, NBC Olympics Extend Content Agreement Through 2022 Games
Yukihito Taguchi-USA TODAY Sports

NBC Olympics and Twitter have extended their content partnership that applied to the 2020 Tokyo Games, now rescheduled to 2021, through the Beijing Winter Olympics in 2022. 

Most aspects of the extension are the same as in the original agreement announced in July 2019, NBC said. 

Key elements of the agreement include an original, live 20-minute studio program every morning from Tokyo that will air exclusively on Twitter; daily live look-ins of primetime coverage where users will be able to vote daily on what athlete, sport or moment they want to see; real-time highlights thorough each competition day; and content for a pre-Game countdown starting in June 2021 and running until the Tokyo Opening Ceremony on July 23, with a similar version for Beijing. 

“We can’t wait to join forces with a fantastic content partner like NBC Olympics to pair real-time Twitter conversation with premium sports action to give fans a unique real-time Olympics experience they won’t find anywhere else,” Twitter Head of Sports Partnerships TJ Adeshola said in the announcement. 

NBC Olympics will still “lead the sales process” for ads under the agreement, with Twitter providing “sales resources,” NBC said. All content will appear on the @NBCOlympics Twitter account, sold as Twitter in-stream sponsorships by NBC Olympics.

“Extending our now multi-Games relationship with Twitter to Tokyo for the Summer Games in 2021 and Winter Games in 2022 from Beijing will again put NBC Olympics’ coverage in front of the vast and very active Twitter audience with great Olympic moments, great Olympic programming and a nightly peek into our primetime broadcast for those not yet in front of their televisions,” NBC Olympics President Gary Zenkel said. “This agreement also allows us to extend the reach of our Olympic advertisers to those audiences that view the content we have custom produced for Twitter.”

In 2011, NBCUniversal agreed to a $4.38 billion deal with the International Olympic Committee to broadcast every Olympics through 2020, then in 2014, extended that through 2032 in a $7.75 billion deal. But the broadcaster only has to pay 5-10% of the deal up front, with the rest coming when the each games actually occur, according to a Bloomberg report.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 16, 2025; Oklahoma City, Oklahoma, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) is introduced before the game between the Oklahoma City Thunder and the Indiana Pacers in game five of the 2025 NBA Finals at Paycom Center.

NBA Taking Cues From NBA Twitter in Restoring Finals Pageantry

The NBA and ESPN/ABC made several changes on the fly.
Noah Lyles

Tyreek Hill–Noah Lyles Race Is Off for ‘Personal Reasons’

Lyles and Hill agreed to a race in February with few concrete details.

U.S. Open TV Ratings Down 8% After Rain Delay, Underdog Winner

NBC and Peacock averaged 5.4 million viewers for Sunday’s final round.
Gabby Thomas
exclusive

Grand Slam Track Cancels Los Angeles Meet As $30 Million Track Start-Up..

Sources close to Grand Slam insist money is not an issue.

Featured Today

Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.

Pacers Force Game 7, Could Spark Big Ratings Boost for NBA Finals

Game 7 could boost NBA Finals ratings after a slow start this year.
June 17, 2025

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

Streaming hits another critical milestone in an accelerating media transition.
June 17, 2025

Stanley Cup Final Delivers Drama but Struggles for Eyeballs in U.S.

U.S. viewership fell while Canadian audiences for the event rose slightly.
Sponsored

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

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
June 17, 2025

Zaslav Takes Pay Cut, TNT Sports Future Unclear in WBD Shake-Up

The TNT Sports parent company retools its executive pay after shareholder pushback.
Tyrese Haliburton
June 16, 2025

NBA Finals Ratings Up Again in Game 4 but Still Down Overall

More than nine million people watched Games 3 and 4.
Thunder
June 16, 2025

NBA, ABC Air Finals Lineup Intros After Fan Complaints

ABC aired player intros for the first time in 12 years Monday. 
Anthony Slater
exclusive
June 13, 2025

Top Warriors Reporter Anthony Slater Leaving The Athletic for ESPN

Anthony Slater starts at ESPN later this summer.