NBCUniversal to include four months of content building up to next summer’s Paris Games

May 5, 2023
On Wednesday, the company told ad buyers that it plans to expand its Olympics-centered partnership with NBCUniversal (NBCU) to include four months of content building up to next summer’s Paris Games.
Sports BusinessGeneral
NBCUniversal to include four months of content building up to next summer’s Paris GamesNBCUniversal to include four months of content building up to next summer’s Paris Games
SOURCE: ALAIN JOCARD/AFP VIA GETTY IMAGES

The GIST: It’s not all doom and gloom at Twitter. On Wednesday, the company told ad buyers that it plans to expand its Olympics-centered partnership with NBCUniversal (NBCU) to include four months of content building up to next summer’s Paris Games.

The details: “Countdown coverage” around the U.S. Olympic trials and other premiere events will begin next February. Once athletes land in Paris for the Games, NBCU will produce a live daily show on Twitter featuring interviews with Olympians and content about the host city. Magnifique.

  • NBCU will also use the English-language NBC Olympics and Spanish-language Telemundo Deportes Twitter accounts to show highlights and segments of the opening and closing ceremonies.

The context: Following Elon Musk’s takeover last year, the ad business has not been booming for Twitter. Many top advertisers flew the coop, and Twitter’s ad revenue is projected to fall 28% YoY. Advertising historically comprises 90% of its total revenue, and although Musk said Twitter could break even by EOY, he also hasn’t ruled out bankruptcy.

Zooming out: NBCU’s renewal serves as a vote of confidence in Twitter as a sports social media mainstay for now. It may make sense for media companies and sports organizations to stay the course on the troubled but familiar platform, but it’s worth asking: Can NBCU (and its Musk-supporting sales chief) convince advertisers to flock to Twitter?