NBC is inserting some pop culture flavor into the world鈥檚 biggest sports spectacle: From dancing with dressage horses at the Palace of Versailles to riding a giant baguette blimp over the Eiffel Tower, the network has strategically partnered with several big names to build anticipation for
Enlisting a plethora of entertainers and non-Olympic athletes is designed to entice viewers after the network 鈥� and longtime Olympics broadcaster in the U.S. 鈥� drew lackluster ratings for the last Summer Olympics, in Tokyo, and the Winter Olympics in Beijing. Held amid the coronavirus pandemic, those Games proceeded with muted fanfare and few announcers on-site.
But with over 11 million expected to attend the two-week Summer Games that start July 26, NBC 鈥� which holds the broadcasting rights to the Olympics through 2032 鈥� wants to attract more viewers by bringing Olympic stories to life with popular and diverse personalities.
鈥淲e speak to a broader audience,鈥� said , who has been brought on as a primetime NBC correspondent for Paris. The ultra-smooth rapper had become a fan favorite during the Tokyo Games, when he and did in-studio commentary for Peacock.
Snoop Dogg will be on the ground in Paris by late July, exploring the city鈥檚 landmarks and attending competitions and events. He鈥檚 already had casual with a few Olympians about their respective sports, including women鈥檚 basketball player , gymnast , skateboarder and beach volleyball players Sara Hughes and Kelly Cheng.
鈥淲e have different perspectives and different views,鈥� Snoop Dogg said of the recruited entertainers. 鈥淭he world that we live in right now, it is appropriate for me to give our side of the story, because we鈥檝e always been a great voice and a great instrument. But we鈥檝e never been the conductor. Now I get to play the role of conductor.鈥�
After the pandemic-delayed Tokyo Games in 2021, NBC created a new playbook to increase excitement for this summer鈥檚 coverage. Network researchers found that people between the ages of 26-40 wanted an Olympics that infuses more pop culture into the everyday conversation.
Singer and NFL legend Peyton Manning will join sportscaster in Paris as hosts of the opening ceremony along the Seine, held for the first time outside a stadium setting. Comedian will contribute to on-air and social media coverage. Podcaster Alex Cooper of 鈥淐all Her Daddy鈥� fame will host live, interactive watch parties in Paris called 鈥淲atch with Alex Cooper,鈥� a program where she鈥檒l appear in a picture-in-picture view sharing her insights and answering questions from fans in real time.
鈥淚鈥檓 not a former Olympian, but they sort of convinced me that we are just celebrating these athletes and a little bit about what drives them,鈥� said Manning, a Pro Football Hall of Famer and two-time Super Bowl winner. He鈥檚 also the co-host of the ESPN-produced 鈥淢onday Night Football with Peyton and Eli鈥� with his brother and fellow former NFL quarterback Eli Manning.
Hart returns too, collaborating with on an eight-episode commentary series offering comical recaps of the best and most unexpected Olympic moments.
鈥淚t鈥檚 under the umbrella of sports, but it鈥檚 really a cultural celebration,鈥� said Tirico, who will host his fourth opening ceremony of the Olympics. He will team up with along with past Olympians and for NBC鈥檚 closing ceremony coverage.
Tirico said integrating more pop culture elements into the coverage was a 鈥済rand slam鈥� idea.
鈥淚f we bring a little cross-section of America together to give you a flavor of the games and do it under one tent, it鈥檒l keep you around for 17 nights,鈥� he said. 鈥淭hat鈥檚 our plan. Our goal. We鈥檙e so glad that we鈥檝e got people like Snoop, Peyton, Kelly and to help us do it.鈥�
Along with Megan Thee Stallion and Manning鈥檚 commercials, several other promotional spots have already aired on NBC: Rapper appeared in a promo, getting her nails done with track star . Actor reprised her 鈥淓mily in Paris鈥� role to for sprinter . helped reveal the Olympics logo. collaborated with the network on a video for which has been used to promote coverage.
鈥淲e wanted to be a part of the cultural zeitgeist,鈥� said Molly Solomon, executive producer and president of NBC Olympics Production. 鈥淲e wanted to make sure that it feels like more than just a sporting event. It鈥檚 really an entertainment and pop culture event that is centered around athletes stories.鈥�
So far, the commercials have generated strong numbers. According to NBC, Collins鈥� promo spot drew more than 30 million viewers on the network鈥檚 platforms. Megan Thee Stallion鈥檚 ad garnered 12 million views, while Snoop Dogg pulled in just under 10 million through their social media channels.
鈥淲e tried to remain very true to our audiences and the placement of the content,鈥� said Jennifer Storms, NBC鈥檚 chief marketing officer of Entertainment and Sports. 鈥淲e鈥檙e working together on the talent and how they have a continuous storyline before the Olympics and through the Olympics.鈥�
Storms wants to bring Olympians鈥� stories to the forefront through popular voices. Expect stories from singer about gymnast WWE star on wrestler and 鈥淐hicago Fire鈥� actor on Lyles, she said.
鈥淭hat translates to telling the story around an athlete that America might not know yet,鈥� Storms said. 鈥淪o the talent are critical to catching people鈥檚 attention.鈥�
Manning hopes to make an influential mark. He鈥檚 looking forward to delving into the backstories of Olympians such as Biles and swimmer Katie Ledecky.
鈥淢aybe athlete to athlete,鈥� Manning said, 鈥渢hey will share some information that maybe they just wouldn鈥檛 tell anybody.鈥�
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