09 Feb NBC Splurges $8 Billion on Sports to Combat Netflix and Amazon [Bloomberg]
By Hannah Miller
February 6, 2026| NBC anchors and executives are crisscrossing the globe to cover a trifecta of major sporting events in the next few days from the Super Bowl and NBA All Star game at the opposite ends of California to the Winter Olympics in Milan.
The intricate logistical choreography is the foundation of what NBC’s parent company Comcast Corp. is calling “Legendary February” – a streak of high-profile live broadcasts that the company hopes will lure a surge of eyeballs to its TV networks and Peacock streaming service.
As Comcast aims to keep up with competitors such as Netflix Inc., Amazon.com Inc. and Walt Disney Co., it’s gambling that viewers, and advertisers, will remain loyal to sports. The company will spend more than $8 billion this year on sports rights, including the Olympics, NBA, Major League Baseball, World Cup soccer, professional wrestling and NFL. That’s more than double what Comcast laid out four years ago, according to Bloomberg Intelligence.
Read more on Bloomberg.