NBCUniversal is heading into the NFL season with unprecedented momentum, announcing that 90% of its ad inventory for the 2025 campaign—and all available slots for next February’s Super Bowl LX—are already sold out. The company revealed that ad revenue across its NFL telecasts on both linear and streaming platforms has reached a new high, though specific figures were not released.
NBCU is leveraging the NFL as the centerpiece of a loaded sports calendar. Beyond weekly football, the company will showcase the NBA’s new long-term rights package. The 2026 Winter Olympics in Milan-Cortina, and the NBA All-Star Game—all within a 17-day stretch next February.
“Coming off of the strongest sports upfront in our company’s history, Super Bowl LX has generated extraordinary interest from brands and allowed us to sell out of our ad inventory earlier than ever,” said Peter Lazarus, EVP of NBC Sports & Olympics Advertising and Partnerships. “With a monumental year ahead, we are proud of the incredible momentum thus far. We are excited to offer both fans and brands an unrivaled slate of sports programming starting with NFL kick off.”
The network said it has inked more than 150 partnerships for Sunday Night Football programming for 2025-2026, adding nearly 40 of those partners are new. Top spenders included brands across the automotive, insurance, retail, technology and quick-service restaurant categories. NBCUniversal said it sold out of all key sponsorships for its NFL lineup, and that Toyota is sponsoring Halftime.
Streaming continues to be a crucial driver. Peacock remains central to NBCU’s pitch. With advertisers increasing digital investments by 20% compared to the last Super Bowl carried by the company in 2022. While Peacock’s subscriber base held steady at 41 million in the most recent quarter, losses narrowed to $101 million.
NBCU is also implementing a $3 monthly price increase, signaling confidence that profitability is within reach.
In addition to NBC and Peacock, Spanish-language coverage of the Super Bowl will air on Telemundo. Broadening the company’s audience reach.
Super Bowl LX, marking the league’s 60th championship game, has seen its heaviest advertising commitments from consumer packaged goods, entertainment, finance, and alcohol brands. Significant increases also came from pharma, quick-service restaurants, and entertainment.
Looking beyond football, NBCU has a packed lineup of sports properties to sustain advertiser interest. The spring and summer schedule includes the WNBA’s return, the NBA Playoffs, and Telemundo’s coverage of the 2026 FIFA World Cup, which will be hosted in North America for the first time in more than three decades.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
