Comcast doubles down on Olympics, replaces AT&T for broad-reaching sponsorship deal

NBC Sports studio Rio Olympics 2016

Already the exclusive U.S. broadcaster of the Olympics, Comcast has also displaced AT&T as the official communications partner for the U.S. Olympic Committee. 

Financial terms of the deal weren’t disclosed. But the multiyear deal covers the 2018 Olympic Winter Games in PyeongChang, South Korea, as well as the 2020 Summer Games in Tokyo. Comcast will also serve Paralympic Games during that span.

Comcast will become the official provider of internet, video distribution, wireless, home security and business services to Team USA. AT&T had been providing these services since 1984.

For Comcast, the agreement carries marketing perks: It’ll be able to use Team USA branding in marketing and promotion for its Comcast, Xfinity and Comcast Business brands. 

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Despite an overall audience drop around 15 percent for this past summer’s Rio Games, Comcast’s NBCUniversal unit still reported Olympic profits of around $250 million, based on robust ad sales. 

For the Rio 2016 Olympic Games, NBCU presented a record 6,755 hours of programming across 11 linear networks as well as on and the NBC Sports app. NBCU’s primetime presentation averaged a total audience delivery of 27.5 million daily viewers.

"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,” said Comcast CEO Brian Roberts, in a statement.