商品敘述：

In March 2025, the International Olympic Committee (IOC) awards Comcast NBCUniversal the U.S. media rights to the 2034 and 2036 Olympic Games. The deal, worth $3 billion, is a continuation of a long-time partnership: Comcast NBCUniversal has been the sole Olympics media-rights holder in the U.S. since the 2000 Games and holds the rights for the upcoming 2026, 2028, 2030 and 2032 Games, totaling 17 consecutive Olympic Games. But after viewership for the Olympics saw a sharp downturn in the mid-2010s, NBC''s executives-including Gary Zenkel, Molly Solomon, Jennifer Storms, and Rick Cordella-realized that a step change was needed. They devised a bold new strategy for the 2024 summer Olympics in Paris, France, which included overcoming an earlier reluctance to show key content live outside primetime evening hours, embracing the possibilities their streaming service Peacock offered to allow audiences to broaden and deepen their experience, helping athletes expand their social-media presence, and relying on the power of celebrities to attract and engage audiences. The results were stellar-viewership for the Paris Games was nearly 80% higher than that for the 2020 Tokyo Games-and renewed the executives'' confidence in the upcoming Games. Are Zenkel and his colleagues right to want to push for an extension of their media-rights partnership with the IOC, even this far into the future? And, armed with the 2024 Paris Olympics playbook, how can the team of executives best approach the upcoming 2026 and 2028 Olympics, which each comes with their own opportunities and challenges?

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Marketing;Social marketing;Social media;Strategy

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