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Tokyo 2020 Olympic Games Team USA Sports Marketing

Comcast partners with US Olympic Committee as AT&T ends three decade long sponsorship


By Tony Connelly, Sports Marketing Reporter

December 8, 2016 | 3 min read

Comcast Corporation has replaced AT&T as the US Olympic Committee’s communications partner in a multi-year deal spanning the 2018 Olympic and Paralympic Winter Games in PyeongChang, South Korea, and the 2020 Games in Tokyo.

Comcast takes over sponsorship of Team USA from AT&T

Comcast takes over sponsorship of Team USA from AT&T

The deal sees Comcast become the official Internet, video distribution, wireless, home security and business services provider of Team USA throughout the competitions and marks an end to AT&T’s partnership, which began in 1984, after the telecoms giant decided not to renew the partnership.

As part of the agreement Comcast will have the right to use Team USA marks for advertising and marketing purposes across its Comcast, Xfinity, and Comcast Business brands.

“Bringing the Olympic and Paralympic Games to America is an honour and a privilege, and I’m especially proud that our brand will now be aligned with the Olympic rings in the US, the US teams themselves, and the qualities they represent,” said Brian Roberts, chairman and chief executive of Comcast Corporation.

He added: “Our entire company comes together – combining the incredible storytelling of NBCUniversal and the technology of Comcast – to deliver something truly special to millions of people. Our new partnership with the USOC further extends our support of Team USA, and we look forward to creating new and wonderful Olympic experiences for years to come.”

USOC chief executive, Scott Blackmun, commented: “We are thrilled to welcome Comcast into the USOC family of partners and know this relationship will have a significant impact on the Olympic and Paralympic movements in the United States.

“Comcast’s support of the USOC, coupled with an unparalleled ability to connect fans of Team USA with engaging content, represents a great opportunity, and we can’t wait to get started.”

The deal makes sense for Comcast given its NBCUniversal media conglomerate hold the US media rights to the Olympic Games until 2032 after it agreed a 12-year contract with the International Olympic Committee (IOC) in 2014 worth $7.65bn.

Comcast now joins the USOC’s sponsor portfolio which includes the likes of Nike, BMW, Deloitte, United Airlines and BP.

Tokyo 2020 Olympic Games Team USA Sports Marketing

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