NBC and Twitter reach agreement for limited coverage of Tokyo Olympics

A daily twenty-minute program on the social media platform will feature highlights from different sports.

NBC Universal will cover the Olympic Games of Tokyo 2020 not only on television and on its digital platforms but also for the first time it will broadcast special programs through Twitter.

NBC and the social media platform have teamed up to broadcast a daily 20-minute live morning show that will be broadcast exclusively on Twitter and will feature highlights from the different competitions, interviews with Olympians and news.

In addition, Twitter will open a window to live since users of the platform will be able to vote every day through a poll which content (competition or athlete) they want to follow live.

Gary Zenkel, president of NBC Olympics, acknowledges that "we have had a long and effective Olympic relationship with Twitter, which perfectly complements our coverage and is an ideal platform for the massive social conversation that takes place throughout the Olympic Games."

For advertisers, the deal marks another opportunity for Olympic sponsorships, which make up a sizable portion of NBC Universal's ad revenue. Ads for live content on NBC Universal and Twitter will be sold as Twitter's in-stream sponsors. The NBC Olympics will lead the sales process, and Twitter will provide some upsell resources.

NBCUniversal, which holds the Olympic rights until 2032, is expected to earn more than $1.2 billion in advertising during the Tokyo event.

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