The LA Olympics and NBC Universal are going together, combining to bundle commercial moment on all the network’s platforms together with opportunities to sponsor the team .
The deal is to get contracts covering 2021 through 2028.
LA 2028 chairman Casey Wasserman said the new arrangement provides”simplicity and consistency and clarity in a market which provides very little of it in almost any medium.”
The agreement with NBC provides the coordinating committee a opportunity to”de-risk” — Wasserman’s word — some of its obligations to the city, the USOC and the International Olympic Committee by entering sponsorship deals which will presumably be more valuable because they will include ad time on NBC’s Olympic-based reveals.
It eliminates one of those gripes some Team USA patrons had previously: that registering with the USOC did not guarantee them opportunity to place ads.
The network can find ways throughout the deal to attain patrons and provide value in a media climate that is changing. On a community, NBC aired hours of the Atlanta Games in 1996. In 2016, NBC provided 6,755 hours of coverage via live-streaming along with 11 networks that beamed 2,084 hours.
“Collectively, we’re building what’s never been accessible before — the opportunity to be a private partner of a massive worldwide movement for the next ten years,” explained Linda Yaccarino, NBC Universal’s chair of ad sales and customer partnerships.
Back in 1984, Peter Ueberroth headed an LA Games that revealed how a town could leverage marketing opportunities, which in turn helped transform the Olympics to the colossus they have become today. Wasserman, who has been for decades at the company of entertainment marketing and sports, said he looked to assist Los Angeles again reimagine the Olympic blueprint.
“This is a exceptional opportunity to enact a company structure which, honestly, the market was asking .”