Global technology giant Google, the United States Olympic and Paralympic Committee, and media heavyweight NBCUniversal have announced a new partnership, with Google being named the official search AI partner of Team USA.
As part of the deal, Google will integrate sponsored content formats such as ways to search and explore the Olympic and Paralympic Games with Google Search and related AI features, within NBCUniversal’s coverage.
NBCUniversal’s content will use Google’s suite of consumer products, including Search, Maps, and Google’s AI chatbot Gemini.
Sarah Hirshland, chief executive of the US Olympic and Paralympic Committee, has said: “By working with Google and NBCUniversal, we are ensuring that our athletes’ stories are told in the most dynamic and engaging ways possible.”
Dan Lovinger, president of Olympic and Paralympic partnerships at NBCUniversal, added: “We are very excited to be partnering with Google to deliver innovative, highly engaging elements that will enhance the coverage of the Paris Games for our audiences and make every viewer feel as though they are on the ground in Paris.”
Marvin Chow, vice president of marketing at Google, said: “Our partnership with Team USA and NBCUniversal during the Olympic & Paralympic Games provides an incredible stage to showcase how Google’s helpful everyday products like Google Search and Google Maps, and newer innovations like Gemini, are using AI to help fans explore, learn and connect with the Games.”
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By GlobalData
The deal marks the first time the technology company has partnered with Team USA.
NBC’s coverage of the Olympics will begin with a live broadcast of the Opening Ceremony on July 26.
The NBC broadcast network and streaming service Peacock will be the company’s primary platforms for its coverage of the Games, which will run from July 26 to August 11.
In a first for the Summer Games, NBCU said Peacock will stream every event of every sport, including all 329 medal events. The platform will also carry full-event replays, curated video clips, exclusive original programming, and other content.
NBCUniversal holds US media rights to the Olympic Games through a deal covering Paris (2024), Milan Cortina (2026), Los Angeles (2028), and Brisbane (2032).
The USOPC, meanwhile, announced a multi-year official product agreement with New Era Cap, the US headwear company, last month.
