Comcast NBCU renew Olympics rights through 2036

Zoom in: The extended deal gives Comcast NBCU exclusive U.S. media rights to cover the 2034 Winter Games in Salt Lake City and the 2036 Olympic Games in a to-be-determined host city.

• The new deal also includes new joint strategic initiatives and projects meant to spur engagement in the digital era, including collaboration on digital advertising opportunities in the U.S.
• The rights extend to NBCU properties outside of its main broadcast channel, including its streaming service Peacock.

The big picture: The Olympics has served as the pinnacle of NBCU's sports distribution strategy for decades.

• Last year's games in Paris averaged more than 30 million viewers over the course of the 17-day event, the highest audience for NBCU since 1994.