August 5, 2016

Betting Billions on Rio, Comcast Hopes to Win the Future of Television


Comcast and NBC shocked the television and sports worlds by outbidding their closest competitor, Fox Sports, by nearly a billion dollars, offering $4.4 billion for four Olympics ending in 2020. And they followed that with a second deal to secure the rights for six Olympics through 2032 — at a cost of $7.75 billion. Team Comcast bet the store, but this year the risk is starting to make sense.

A lot can go right.

Topics: Integrated Campaigns, Innovation, Advertising, Vertical - Entertainment and Media, Technology