NFL Earns a Record Amount of Money with Rising Income from Super Bowl LX, Selling Out All Ad Spots for the Event
NBCUniversal Secures Record Revenue for Upcoming Sports Season
NBCUniversal is gearing up for a monumental sports season in 2026, with a host of high-profile events set to be broadcast across its platforms. The company has announced that it will broadcast the NBA Playoffs, the NBA All-Star Game, the WNBA, and the Big Ten Championship Game in the spring and summer, as well as the Super Bowl LX and the WNBA Finals in the fall.
The upcoming NFL season is set to be the highest-grossing to date, according to Peter Lazarus, executive vice president of NBC Sports & Olympics, Advertising and Partnerships. NBCUniversal has sold out of all ad inventory for Super Bowl LX, which will be presented on NBC, Peacock, and Telemundo on Feb. 8, 2026. The company has also sold out 90% of its separate NFL inventory.
Advertisers continue to show strong interest in live sports, particularly for the Super Bowl. Digital investments in the Super Bowl have increased by 20% since the last Super Bowl on NBC. The sale was completed earlier than ever due to extraordinary brand interest. However, the specific companies that purchased the advertising slots have not been publicly disclosed.
Pharma, finance, tech, and other industries are increasing investments year over year in "SNF," with auto, insurance, retail, tech, QSR, and entertainment remaining top categories for Super Bowl advertisers. Packaged goods, finance, and alcohol also continue to be significant spenders across "SNF."
The 2026 Men's FIFA World Cup will be broadcast on Telemundo, while Toyota is sponsoring Halftime for NBCUniversal's NFL lineup. The company reported record revenue for the 20th season of "Sunday Night Football."
In addition to the sports events, NBCUniversal will also broadcast the Milan Cortina Winter Olympics, creating a 17-day span that includes the Super Bowl, the Milan Cortina Winter Olympics, and the NBA All-Star Game in February 2026. The overall revenue increase was observed across all platforms, although the company did not provide specific revenue figures.
The investment in live sports by various industries indicates a growing trend towards engaging audiences through high-profile events. With a packed schedule of sports events in 2026, NBCUniversal is well-positioned to capitalise on this trend and deliver exciting coverage to viewers.
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