Internet company Yahoo has extended a digital content partnership with US media company NBCUniversal for the Rio 2016 summer Olympic Games, which get underway this (Friday) evening.
Under the deal, Yahoo will provide links to NBCOlympics.com’s exclusive live streamed events and highlights to its audience in the US.
The deal marks the second successive Olympics that NBCU and Yahoo have collaborated. Yahoo and NBC Sports are also in the fourth year of a digital sports partnership that expands distribution of sports content on digital platforms.
In other news, ahead of the opening ceremony tonight, NBC said that it had sold a total of $1.2bn (€1.1bn) in advertising so far around its coverage of the Games – a 20-per-cent increase on the total for the US network’s coverage of the London 2012 summer Olympics.
The advertising sales have helped to make the Rio Games the most lucrative television event ever in the US, according to Seth Winter, NBC Sports Group’s executive vice-president of advertising sales.