NBC Olympics, Twitter Extend Content Partnership

The pact covers the rescheduled 2020 Summer Games in Tokyo, 2022 Winter Games in Beijing

Covid-19 bumped the 2020 Summer Games to the summer of 2021 NBC Olympics
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NBC Olympics and Twitter are extending the content partnership they originally entered in 2019 to cover the 2020 Summer Olympic Games in Tokyo—postponed from 2020 due to the pandemic and scheduled for the summer of 2021—as well as the 2022 Winter Olympics in Beijing.

The two parties will team up on initiatives including: daily original live programming on Twitter from the host city; daily polls enabling fans to choose one live look-in on NBC’s primetime or primetime plus broadcasts; and real-time video highlights.

NBC Olympics will lead the sales process, with Twitter providing sales resources.
All content will be live on @NBCOlympics, sold as Twitter in-stream sponsorships by NBC Olympics.

Highlights of the agreement include:

  • NBC Olympics will produce a 20-minute original studio program live from the host city every morning, exclusively for Twitter, featuring highlights, athlete interviews, happenings in and around the host city and reactions to the Games on Twitter.
  • The daily polls for fans to determine live look-ins, mentioned above.
  • Real-time highlights from Games action and the opening and closing ceremonies throughout each day, with some in Spanish.
  • Real-time highlights from coverage leading up to the Olympics, including the U.S. Olympic Team Trials.

Twitter head of sports partnerships T.J. Adeshola said in a statement, “Few events bring the world together like the Olympics, and we truly anticipate that both the upcoming Summer Games and Winter Games will be massive global celebrations like no other. 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.”

NBC Olympics president Gary Zenkel added, “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. 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.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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