NBC Sports Is About to Make $1.4 Billion in 22 Days Thanks to the Super Bowl and Winter Olympics

2 years of aggressive strategy pays off for its ad sales team

The Winter Games in South Korea begin just four days after Super Bowl LII. Illustration by Matthew Billington; Animation: Dianna McDougall

For the athletes involved, the two major sports events occurring over the next few weeks—Super Bowl LII and the 2018 Winter Olympics—represent the culmination of years of training, laser-focus and pushing oneself to the limit, all in pursuit of breaking records and coming out on top. The same goes for the NBC Sports ad sales team, which is overseeing inventory for both events (as well as Telemundo’s Spanish-language rights to the World Cup in June)—and has spent the past two years changing up its go-to-market approach in the hopes of scoring a record ad revenue windfall next month.

This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.
@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.