Inside NBC's Olympics bet on pop culture in Paris, with help from Snoop Dogg and Cardi B
NBC has partnered with several entertainers and non-Olympic athletes like Megan Thee Stallion, Dolly Parton and Peyton Manning to promote the Paris Games this summer
LOS ANGELES (AP) — NBC is inserting some pop culture flavor into the world’s biggest sports spectacle: From Megan Thee Stallion dancing with dressage horses at the Palace of Versailles to Peyton Manning riding a giant baguette blimp over the Eiffel Tower, the network has strategically partnered with several big names to build anticipation for the Paris Olympics.
Enlisting a plethora of entertainers and non-Olympic athletes is designed to entice viewers after the network — and longtime Olympics broadcaster in the U.S. — 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 — which holds the broadcasting rights to the Olympics through 2032 — wants to attract more viewers by bringing Olympic stories to life with popular and diverse personalities.
“We speak to a broader audience,” said Snoop Dogg, 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 Kevin Hart did in-studio commentary for Peacock.
