NBC Olympics, a division of the NBC Sports Group in the US, has broadened its partnership with Facebook to feature video content on the social media platform for the first time during the forthcoming 2014 winter Olympic Games in Sochi, Russia.
As part of the agreement, the two companies will work on ways to leverage unique NBC Olympics content on Facebook to drive conversation about the Sochi Games and NBC’s coverage across the platform and related website Instagram.
The first video feature under the deal debuted on Thursday, providing the story of how J.R. Celski, America’s top short track speed skater, came to know Seattle rapper Macklemore.
NBC is the US broadcast rights holder for Sochi 2014 and also collaborated with Facebook on its coverage of the 2012 summer Olympics in London.
“Building off of our successful collaboration for the London Olympics, we have expanded our relationship to better serve Olympic fans’ insatiable appetite for Games’ content,” Gary Zenkel, president of NBC Olympics, said. “All with an eye on driving viewership to our multi-platform coverage, we will use our unique access to all aspects of the Sochi Games to ignite the Olympic conversation and engagement on Facebook.”