When NBC “chief superfan commentator” Leslie Jones decides to learn about a new sport during her coverage of this year’s Paris Olympics, she will turn to Google Gemini to help her out. Or during NBC’s primetime coverage, when the host wants to explain why lane assignments matter in swimming, they will turn to Google search’s “AI Overview,” to help explain it to viewers.
Yes, viewers of this year’s games on NBC, Peacock and other NBCUniversal platforms should expect to see quite a bit of Google built in, thanks to a wide-ranging sponsorship deal the tech giant has signed with the entertainment giant and Team USA.
But while most sponsorship deals may include some onscreen branding and commercial spots, this deal is “more than just a sponsorship; it’s a powerful alliance that brings together the best of technology and sports,” says Sarah Hirshland, CEO, U.S. Olympic & Paralympic Committee. “By working with Google and NBCUniversal, we are ensuring that our athletes’ stories are told in the most dynamic and engaging ways possible.”
That includes a wide range of integrations, including incorporating Google products like AI Overviews in search, Google’s Gemini AI app, Google Lens and Google Maps’ “Immersive View,” which will highlight some of the venues.
“We look at the brand as being the most helpful in technology, when you need to find something, go somewhere, do something, Google products are there for you,” says Marvin Chow, Google’s vp marketing. “And so for us, it’s not about promoting the product necessarily. Obviously, that’s a great benefit. But we look at how our product can be helpful to what — in this case — NBC or Team USA are trying to achieve and bring the best fan experience to users? What problem are they solving? What do we have that can help solve them? Obviously, we’re focused on search and AI and Gemini and the Gemini app, a ton, but that’s the starting point.”
That will be apparent in NBC’s coverage on TV and Peacock, where Jones will use Gemini to help her learn about sports, or about Paris, or to plan out a watch schedule during the games; or the AI Overview integrations in “Explain the Games with Google” segments; or photorealistic 3D models of venues, powered by Google Maps.
But it will also highlight the Team USA athletes in social videos and late night on-air promos branded “One Day in Paris,” in which they explore Paris using AI tools in Google Lens, Circle to Search, Immersive View in Google Maps and Gemini.
“This is Team USA’s first-ever partnership with Google,” says Chris Pepe, chief commercial officer for the United States Olympic and Paralympic Properties. “To start, this is a great collaboration between NBC and Team USA to ensure there is a single point of entry and marketing approach that utilizes athletes through broadcast, digitally, and across all consumer facing applications. Our vision is for Google’s deep bench of tools and applications to be used effectively to support Team USA athletes in highlighting their stories to the world.”
It also presents something of a challenge for NBC, which, as Dan Lovinger, the president of sales for NBC Olympics coverage says: “When we are doing these brand integrations, we always want to keep the integrity of the content and reputation of the brand.”
He argues that the way NBC will integrate Google’s AI tech and products will be a natural fit for viewers, actually adding to coverage, rather than distracting from it.
“For Google, it was really important to us that however we integrated their products and capabilities that we showcased them in a way that was true to their mission and ours — in this case, we wanted to use Google products to help our coverage of these Olympic Games be even more interesting to viewers,” Lovinger says.
And for Google, it’s a chance to get its AI products and features in front of tens of millions of eyeballs during the course of the games.
“I think we are one of the only sponsors where our product is actually integrated into the broadcast,” Chow adds. “And so because it’s helpful, you’re getting information that’s useful and it’s delivered in hopefully an entertaining way.”
