Google Maps has been integrated into NBC’s coverage of the Paris Olympics.
Google/NBC
When NBC’s “chief superfan commentator” Leslie Jones decides to learn about a new sport during her coverage of the Paris Olympics this year, she’ll enlist the help of Google Gemini. And when a host during NBC’s primetime coverage wants to explain why lane assignments are important in swimming, she’ll use Google Search’s “AI Overview” to explain it to viewers.
Yes, viewers watching this year’s games on NBC, Peacock and other NBCUniversal platforms will see a significant Google presence thanks to the tech giant’s extensive sponsorship deals with the entertainment giant and Team USA.
But while most sponsorship deals include on-screen brand advertising or commercial spots, this deal is “more than just a sponsorship — it’s a powerful collaboration that brings together the best of technology and sports,” said Sarah Hirshland, CEO of the U.S. Olympic & Paralympic Committee. “Working with Google and NBCUniversal will enable us to tell the athletes’ stories in the most dynamic and engaging way possible.”
This includes a wide range of integrations, including incorporating Google products such as AI Overviews in Search, Google’s Gemini AI app, Google Lens and Google Maps’ “Immersive View” which highlights select venues.
“We believe brands are most useful in technology. When you need to find something, go somewhere or do something, our products can help you,” says Marvin Chou, Google’s vice president of marketing. “So for us, it’s not necessarily about promoting our product – although of course that’s a huge benefit – but we look at how our product can help what NBC or Team USA, in this case, is trying to achieve and create the best fan experience for their users. What problem are they trying to solve? What can we help solve that? Of course, we’re focused on search, on AI, on Gemini and the Gemini app, but that’s a starting point.”
This will be evident throughout NBC TV and Peacock coverage, where Jones will use Gemini to learn about sports and Paris and plan his viewing schedule throughout the Olympics, as well as the AI Overview integration in his “Google Olympics” segment and photorealistic 3D models of the venues powered by Google Maps.
But the company will also feature Team USA athletes in social videos and a late-night on-air promotion called “One Day in Paris,” exploring the city using AI tools from Google Lens, Circle to Search, Google Maps and Gemini’s Immersive View.
“This is Team USA’s first partnership with Google,” said Chris Pepe, chief commercial officer, U.S. Olympic & Paralympic Properties. “First, this is a great collaboration between NBC and Team USA to establish a single entry point and marketing approach to leverage our athletes across broadcast, digital and all of our consumer-facing applications. Our vision is to effectively leverage Google’s rich set of tools and applications to help Team USA athletes tell their stories to the world.”
This poses some challenges for NBC, with Dan Lovinger, vice president of sales for NBC Olympics coverage, saying, “Any time we do these brand integrations, we want to maintain the integrity of the content and the reputation of the brand.”
He argues that the way NBC will integrate Google’s AI technology and products will be natural to viewers and will enhance its reporting, not hinder it.
“With Google, regardless of how we integrated their products or features, it was really important to us 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 make our coverage of the Olympic Games even more interesting for our viewers,” says Lovinger.
And for Google, it’s an opportunity to showcase its AI products and capabilities to an audience of tens of millions during the Games.
“I think we’re one of the few sponsors that actually has their product integrated into the broadcast,” Chow adds, “and it helps so you get some useful information, and hopefully it’s delivered in an entertaining way.”
