NBCUniversal Sells Out 2026 Olympic Games Ad Space

NBCUniversal has sold out of its 2026 Olympic Games ad inventory, setting a new Winter Olympics ad sales record one month before the start of the event.

Following the success of the 2024 Paris Olympics, more than 100 new advertisers invested in the upcoming Winter Olympics.

NBCUniversal also marks the highest linear and digital revenue in Winter Olympics history with the Milan Cortina Games. Over 85 percent of brand partners are investing in Milan Cortina digitally, and advertiser adoption of Peacock’s ad innovations has grown 31 percent from Paris 2024. Additionally, nearly 60 advertisers have invested in unique marketing elements, up 174 percent from Beijing 2022.

NBCUniversal’s coverage of the Olympics, part of its “Legendary February” slate that also includes the 60th Super Bowl and the NBA All-Star game, will kick off on February 6.

“With the resurgence of the Olympic movement, our strongest Sports Upfront in history, the early sell-out of Super Bowl LX and the remarkable return of the NBA, NBCUniversal has solidified itself as a sports powerhouse, and brands have taken notice,” said Mark Marshall, chairman of global advertising and partnerships at NBCUniversal. “Our partners have not only seen the power of the NBC Sports portfolio, but also the incredible results our robust sports programming delivers, which is why our company now sits in its strongest position ever for a Winter Games and is kicking off 2026 officially sold out of all our Legendary February programming.”

“The upcoming Winter Games, surrounded by Super Bowl LX and NBA All-Star Weekend, will captivate a highly engaged and passionate audience at scale in a way that no other media company can for advertisers,” added Peter Lazarus, executive VP of NBC Sports and Olympics advertising and partnerships. “For the first time in our company’s history, we have seen such unprecedented demand that we are officially sold out of our inventory this far in advance of the Games. We are excited to once again deliver fans a world-class viewing experience, while providing brands the powerful halo effect the Olympics has to offer.”