NBCUniversal Completes Advertising Sales for Milan Cortina Winter Olympics Ahead of Opening Ceremony
With less than a month remaining until the Winter Olympics commence in Milan Cortina, Italy, NBCUniversal has announced the sellout of its advertising inventory for the event.
The media giant reported a record number of advertisers for the Winter Olympics, marking the earliest complete sellout in the event’s history.
The upcoming Games form part of NBCU’s “Legendary February” programming lineup, which also features the Super Bowl and the NBA All-Star Game.
In addition to its linear networks, NBCU’s streaming service, Peacock, will play a central role in covering the Winter Olympics. The 2024 Summer Olympics in Paris significantly increased subscriber levels for Peacock, generating record advertising revenue exceeding $1.25 billion. NBCU did not disclose specific estimates for rates or revenue regarding the Winter Games sellout but confirmed it set a new benchmark for both linear and digital platforms.
Super Bowl LX, scheduled to take place outside San Francisco, has also seen early sellout of its advertising inventory. NBCU reported that it experienced the strongest sports upfront in history during the 2025-26 cycle.
“NBCU has solidified itself as a sports powerhouse and brands have taken notice,” said Mark Marshall, global ad and partnerships chief at NBCU.
Over 100 advertisers are participating for the first time in the Games, with 85% opting for digital placements. Additionally, nearly 60 advertisers have engaged in “unique marketing elements,” a 174% increase compared to the Beijing 2022 Games.
Last year, NBCU’s parent company, Comcast, secured Olympic broadcasting rights through 2036 for $3 billion. This agreement classifies the company as a strategic partner, extending beyond merely holding rights.
