GM putting up $300 mil for NBC Olympics pact

NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date.

The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured broadcast rights, running from 2000 to 2008.

As first reported (Daily Variety, June 30), NBC has been seeking to amortize its $3.6 billion in TV rights by lining up long-term sponsors. Although GM is first in line, the web is also said to be in talks with Coca-Cola, IBM, Eastman-Kodak Co. and McDonald’s Corp., among other longtime Olympics backers, but none is expected to sign on at least until fall.

The biggest sponsors paid as much as $60 million each for ads during last summer’s Olympics in Atlanta.

GM’s unprecedented new deal is split between NBC and the U.S. Olympics Committee, with NBC earning money for TV spots and the USOC selling sponsorships of U.S. Olympic teams. The exact revenue split couldn’t be determined.

The pact is to be announced Wednesday. An NBC spokesman declined to comment.

More TV

  • Amber Tamblyn

    Amber Tamblyn Joins FX Drama Pilot 'Y'

    NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date. The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured […]

  • The Passage Fox

    How Fox's 'The Passage' Achieved Its Unique Vampire Look

    NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date. The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured […]

  • Bruce Springsteen on Broadway

    Bruce Springsteen's Broadway Show Set as Netflix Special

    NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date. The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured […]

  • Best Comic-Con 2018 Panels: 'Walking Dead'

    Comic-Con 2018's Can't-Miss Panels

    NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date. The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured […]

  • Jean Segura89th MLB All-Star Game in

    TV Ratings: MLB All-Star Game Holds Steady With Last Year in Early Numbers

    NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date. The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured […]

  • ‘CSI’ Alums Launch New Shingle Boilermaker

    ‘CSI’ Alums Launch New Shingle Boilermaker

    NEW YORK — General Motors Corp. is set to become the first major advertiser to ink a long-term Olympics sponsorship pact with NBC in what could be the largest sports ad-buy to date. The deal, valued at upwards of $300 million, will cover five consecutive winter and summer Olympics to which NBC already has secured […]

More From Our Brands

Access exclusive content