Building Value and Building Momentum
The 2032 Summer Olympic Games are far in the future. But in May 2014, broadcast chiefs at NBC Universal were so confident the event would generate top-quality material that they agreed to pay $7.75 billion for Olympic broadcast rights in the United States from 2022 to 2032. That figure was substantially more than the $50,000 rival network CBS paid for U.S. broadcast rights at the 1960 Winter Olympics in Squaw Valley or the $1.2 million total revenues the Olympics received for broadcast rights to cover the 1960 Summer Olympics in Rome, when just 21 nations broadcast the Games on television.
The value of Olympic broadcast rights has increased steadily and steeply. Total revenues ...
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