NBCU Hopes to Hook Advertisers in 2025 With Massive Sports Block, 100th Anniversary

variety.com:

Brian Steinberg Senior TV Editor In February, 2026, NBCUniversal will show the Winter Olympics from Milan, Super Bowl LX, and the NBA All-Star Game — all within ten days of each other.

The company wants advertisers to get excited about possible sponsorships now. “A lot of these will be new to NBCU” next year, says Mark Marshall, the company’s chairman of global advertising and partnerships, in a recent interview. “This is a great opportunity to unveil new technology and look how we can do things differently.” At the annual CES conference held this week, Marshall and his team will unveil a host of new ad formats tied to live sports, which will form the backbone of the company’s offering for months to come.

In addition to the aforementioned events, NBCU will have ad inventory to sell tied to a new WNBA season, a Spanish-language broadcast of the 2026 FIFA World Cup and the WNBA Finals and the Big Ten Football Championship Game.

The company also plans to offer a tranche of content tied to NBC’s 100th anniversary, and will offer advertisers a chance “to connect to different eras, different shows, different talent,” Marshall says,. “We are going to bring this to life over the next year.” A celebration of the milestone appears to be scheduled for the fall of 2026.