August 13, 2024

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Good morning! These Olympics were a resounding success for NBCUniversal. We parse through the final ratings and what they could mean for the company’s future—and Peacock’s viability.

— Eric Fisher [[link removed]], Colin Salao [[link removed]], and David Rumsey [[link removed]]

NBCU’s 2024 Olympics Ratings Up 82% from 2021 Games [[link removed]]

Kyle Terada-USA TODAY Sports

The final ratings results are in, and the 2024 Summer Olympics will go down in history as a massive hit for NBC Sports and parent companies NBCUniversal and Comcast.

The entire 17-day event averaged 30.6 million viewers in the U.S. on NBCU platforms, a whopping 82% above the 2021 Tokyo Games that were delayed and marred by the COVID-19 pandemic, and representing the highest figure for the Olympics since 2012.

NBCU’s total audience delivery (TAD) calculations for the Paris Olympics could be seen as somewhat inflated, as they combine viewership numbers from the afternoon, when it’s prime time in France, and re-airs during prime time in the U.S. Still, by nearly any calculation, the numbers represent a huge lift for both the network and the Olympic more broadly, and are a critical indicator of the elevated buzz [[link removed]] the event unquestionably enjoyed.

“The ‘halo effect’ boosted all of our businesses,” said NBCU chairman Mark Lazarus. “The Paris Olympics was as exciting as we could have hoped, and we can’t wait to work with our partners at the IOC and USOPC in Milan-Cortina in ’26 and LA28 [[link removed]].”

New Orleans led all local U.S. markets in Paris Olympics viewership, followed by several other smaller markets including West Palm Beach, Fla.; Tulsa, Okla.; and Dayton, Ohio.

Peacock Burst

A key factor in the increased viewership for the Paris Olympics was NBCU’s Peacock streaming service, which entered the Games with sharply heightened ambitions [[link removed]] based on live coverage of every medal competition, and then delivered upon that unprecedented vision with a robust offering that included a well-received whip-around show, Gold Zone, among its programming.

During the Olympics, 23.5 billion minutes of streaming coverage were consumed on NBCU platforms, led by Peacock, with that figure up by 40% from all prior Summer and Winter Olympics combined. More than a quarter of Olympics viewers on Peacock also watched through a similarly lauded multiview feature.

The next goal for NBC Sports, NBCU, and Comcast will be to convert that large-scale streaming audience and consumption into retained, paying customers—particularly after Comcast reported a slight dip [[link removed]] in Peacock subscribers in its most recent quarter to 33 million. Following Peacock’s exclusive stream of an NFL wild card playoff game in January, the streaming service generated [[link removed]] a 9.6% increase in subscribers, offering a potential clue for what might happen in this post-Olympics period.

FIBA Blocks Ice Cube’s 3×3 Challenge With Gold Medalist Netherlands [[link removed]]

Aric Becker-USA TODAY Sports

The Big3’s challenge was accepted by the Netherlands, the gold medal winner of 3×3 basketball at the Paris Olympics. But the game is unlikely to take place.

Big3 cofounder Ice Cube (above) said [[link removed]] during a playoff game in Nashville on Sunday that the Netherlands accepted the invitation he issued [[link removed]] earlier this month to have the gold medal winner face off with an All-Star group of Big3 players. Cube promised to pay for the team’s flight and accommodations, and he offered a cash prize of $250,000 if it could beat the Big3’s contingent.

However, Cube said that the game, which was scheduled alongside the league’s All-Star Game on Aug. 18 in Boston, is unlikely to take place—and he claims it’s because of FIBA, the sport’s international governing body.

“To [Netherlands’] credit, they accepted the challenge,” Cube said. “But it’s FIBA—FIBA is scared of the Big3, so FIBA’s preventing them from playing in our All-Star Game. Don’t look like it’s gonna happen because of that. It sucks when politicians get in the way of sports and fandom.”

FIBA wrote in a letter obtained by Front Office Sports that the reason the Netherlands team was denied is because its rules indicate that players who want to participate in non-FIBA-sanctioned events must request approval at least three weeks before the event. The Netherlands sent its request Aug. 9.

“As the event in question is less than 10 days away, this timeframe has not been fulfilled,” the letter read. “Considering the above, your request is hereby denied, and thus the Players are not authorized to participate in the aforementioned Big 3 event. Also note that any unauthorized participation in a non-FIBA endorsed 3×3 event may lead to the contractually agreed penalties outlined in the Entry Form.”

FIBA did not respond to a request for comment from FOS.

Big3 vs. USAB

The challenge from the Big3 came even before the Netherlands won gold. USA Basketball’s 3×3 team failed to make it out of the first round of the tournament, prompting questions about its roster construction and recruitment as only one of the four players on the team had NBA experience.

The Big3, a professional 3-on-3 basketball league, announced [[link removed]] its All-Star team of 12 players on Sunday, eight of whom have prior NBA experience, but USA Basketball did not select any of its players. There are several requirements for players to be eligible for the 3×3 Olympic team, but Cube told FOS last week that USA Basketball is influencing the selection process.

“There’s a lot of politics involved when it comes to USA Basketball,” Cube said.

Big3 president Jeff Kwatinetz told FOS that USA Basketball and the NBA are in cahoots.

“USA Basketball is controlled by the NBA, and they don’t want the Big3 to get any recognition so they’d rather have the United States forfeit a gold medal,” Kwatinetz said.

The format of the game differs from the 3×3 format instilled by FIBA. Still, Cube told FOS last week that a team of Big3 players would beat the gold medal winners.

“We’ll play any style, whatever y’all wanna do, and I guarantee you we’ll win,” Cube said.

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FRONT OFFICE SPORTS TODAY NWSL Reportedly Signs CBA Amid MLS Women’s League Rumors

FOS illustration

The NWSL is said to have signed a new CBA, according to multiple reports, coming off its transformative set of $240 million media rights, while rumors emerged of MLS starting its own women’s soccer league. Newsletter writer David Rumsey breaks down what we know about the NWSL’s new CBA and the wild rumor involving MLS.

Plus, we hear from Oakland Roots president Lindsay Barenz, following the team’s announcement that they are moving into the Oakland Coliseum next year, Noah Lyles continues to put the pressure on Adidas, and we learn about an up-and-coming U.S. track league with former football player Brandon Wimbush.

Watch, listen, and subscribe on Apple [[link removed]], Spotify [[link removed]], and YouTube [[link removed]].

OLYMPICS UPDATE More Bad News for Jordan Chiles

Jack Gruber-USA TODAY Sports

Efforts to let U.S. gymnast Jordan Chiles (above) keep the bronze medal she won in the floor exercise of the Paris Olympics have suffered another blow—but the saga may not be over.

Late Monday afternoon, USA Gymnastics announced its attempt to reverse the decision that took the medal away from Chiles due to a judging and timing technicality [[link removed]] and gave it to Romanian gymnast Ana Bărbosu was shut down by the Court of Arbitration for Sport. “Their rules do not allow for an arbitral award to be reconsidered even when conclusive new evidence is presented,” a statement [[link removed]] from the governing body read. USA Gymnastics believed it could make a case for Chiles to retain the bronze medal.

However, the legal process could keep playing out. USA Gymnastics said it “will continue to pursue every possible avenue and appeal process, including to the Swiss Federal Tribunal,” which hears challenges to CAS decisions.

LOUD AND CLEAR Regretful Rodgers

The Record

“If there’s one thing I wish could have gone different, it’s that, because that’s the only thing [critics] could hit me with.”

—Jets quarterback Aaron Rodgers, said [[link removed]], in a soon-to-be-published unauthorized biography, about telling reporters he was “immunized” from COVID-19 in August 2021. Rodgers, then with the Packers, tested positive for the coronavirus in November 2021 as an unvaccinated player, which kept him out for a minimum of 10 days. He was in the middle of an appeal to the NFL to qualify his homeopathic treatment as a form of vaccination, and he told the book’s author, Ian O’Connor, that he received an immunization card—which is different from a vaccine card—from his doctor.

Rodgers said he used the term immunized because admitting he was unvaccinated would have changed the way the league handled his appeal. Had Rodgers been with the Jets at the time, he would have had to comply with the state’s vaccine mandate—similar to then Brooklyn Nets guard Kyrie Irving. The four-time NFL MVP told O’Connor he “wouldn’t have done it.”

FRONT OFFICE SPORTS AWARDS

Award Deadline Approaching

College athletic departments support athletes across a multitude of sports and through a variety of verticals. From education services to training facilities, athletic departments uniquely impact college athletes.

Powered by Sports Innovation Lab, the Best College Athletic Departments Award uses data-driven methodology to identify which programs are leading in the space.

This is the last chance to submit [[link removed]] for this inaugural award. Don’t miss your opportunity to recognize your school. Deadline to submit is Aug. 18 at 11:59 p.m. ET.

Conversation Starters The ECHL’s Wichita Thunder are introducing an “Adopt a Player” program where bidders can win an autographed stick and a meet-and-greet with a player. Learn more [[link removed]]. NBC’s Mike Tirico just wrapped up hosting the Olympics—and he’s set to lead the network’s coverage for several [[link removed]] more major events, including the NBA in 2025. McDonald’s France joked it is “considering removing” curry sauce [[link removed]] from its menu for the next four years after Steph Curry’s 24-point performance in the Olympic men’s basketball final. Editors’ Picks $2M Cash Injection Sends WNBA’s Worst Team to League-Leading Valuation [[link removed]]by Alex Schiffer [[link removed]]The WNBA’s worst team may be, at least temporarily, its most valuable. Trio of Athlete Objections Filed Against House v. NCAA Settlement Proposal [[link removed]]by Amanda Christovich [[link removed]]Objections argued a range of grievances, from gender equity to antitrust issues. LIV Golfer Loses $250K for Positive Drug Test, Chirps PGA Policy [[link removed]]by Margaret Fleming [[link removed]]McDowell took a shot at the PGA Tour as he accepted his suspension. Question of the Day

Did you spend more time watching the Paris Summer Olympics than the 2021 Tokyo Games?

Yes [[link removed]] No [[link removed]]

Monday’s result: 71% of respondents said they watched as much of the Olympics as they wanted to.

Advertise [[link removed]] Awards [[link removed]] Learning [[link removed]] Video [[link removed]] Podcast [[link removed]] Sports Careers [[link removed]] Written by Eric Fisher [[link removed]], Colin Salao [[link removed]], David Rumsey [[link removed]] Edited by Matthew Tabeek [[link removed]], Or Moyal [[link removed]], Catherine Chen [[link removed]]

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