NBCUniversal Sells Out of Milan Cortina 2026 Olympic Winter Games with One Month to Go

"With the resurgence of the Olympic movement, our strongest Sports Upfront in history, the early sell out of Super Bowl LX, and the remarkable return of the NBA, NBCUniversal has solidified itself as a sports powerhouse and brands have taken notice. Our partners have not only seen the power of the NBC Sports portfolio, but also the incredible results our robust sports programming delivers, which is why our company now sits in its strongest position ever for a Winter Games and is kicking off 2026 officially sold out of all our Legendary February programming."

- Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal

"The upcoming Winter Games, surrounded by Super Bowl LX and NBA All-Star Weekend, will captivate a highly engaged and passionate audience at scale in a way that no other media company can for advertisers. For the first time in our company's history, we have seen such unprecedented demand that we are officially sold out of our inventory this far in advance of a Games. We are excited to once again deliver fans a word class viewing experience; while providing brands the powerful halo effect the Olympics has to offer."

- Peter Lazarus, Executive Vice President NBC Sports & Olympics, Advertising and Partnerships

The Games will kick off the company's "Legendary February," which will see a first in sports media history with the Milan Cortina Winter Olympics, Super Bowl LX, and the NBA All-Star Game airing across NBCUniversal starting February 6, 2026. Throughout February, NBCUniversal is slated to reach 2 in 3 Americans providing brands with unmatched reach and ample storytelling opportunities cross-property.

The NBA's return to NBCUniversal this past fall sparked a flurry of demand from advertisers, with the company's unprecedented broadcast and streaming footprint driving strong interest. That demand extended to the NBA All-Star Game, leading to an early sell-out. Additionally, as previously announced, the NBA is debuting a new U.S. vs. World format for the 2026 NBA All-Star Game. NBC/Peacock will present the league's annual midseason showcase on Sunday, Feb. 15 at 5 p.m. ET/2 p.m. PT at Intuit Dome in Inglewood, Calif., home of the L.A. Clippers. The partnership between the NBA and NBCUniversal continues to drive strong results, with the 2025 NBA Tip Off on NBC/Peacock becoming the most-watched tip-off since 2012.