essentially taking over Olympic marketing in the
United States through the Los Angeles Games.
The deal with NBC provides the organizing
committee a chance to “de-risk” — Wasserman’s
word — some of its obligations to the city, the
USOC and the International Olympic Committee
by entering sponsorship deals that will presumably
become more valuable because they’ll include ad
time on NBC’s Olympic-based shows.
It also eliminates one of the gripes some Team
USA sponsors had in the past: that signing
on with the USOC did not guarantee them
opportunity to place ads on NBC’s coverage of
the Olympics.
The network, meanwhile, could find ways
through the deal to reach new sponsors and
offer more value in a changing media climate. In
1996, NBC aired 171 hours of the Atlanta Games
on a single network. In 2016, NBC offered 6,755
hours of coverage via live-streaming and 11
networks that aired 2,084 hours.
“Together, we’re building what’s never been
available before — the chance to be an exclusive
partner of a monumental global movement for the
next decade,” said Linda Yaccarino, NBC Universal’s
chair of ad sales and client partnerships.
In 1984, Peter Ueberroth led an LA Games that
showed how a city could leverage marketing
opportunities, which in turn helped transform
the Olympics into the colossus they are today.
Wasserman, who has been in the business
of sports and entertainment marketing for
decades, said he was looking to help Los
Angeles again reimagine the Olympic blueprint.
“I get paid to do this every day at my job,” he
said. “This was a unique opportunity to enact a
business structure that, frankly, the marketplace
was asking for.”
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