The NBCUniversal US media giant has announced that automobile manufacturer Toyota Motor Corporation will once again partner its Paralympic games coverage, this time for the upcoming Paris 2024 edition.
As the presenting partner of NBCU’s exclusive 2024 Paralympics coverage, Toyota branding will feature in pre-, mid-, and post-broadcast advertising, as well as being integrated within the broadcasts.
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Toyota also sponsored NBC Paralympic coverage since the Rio 2016 edition, and is a partner of Paralympic coverage in the UK on Channel 4 as well.
Toyota has long partnered with a number of national Paralympic bodies such as those of Australia, and Norway, and has until recently been a TOP partner of the International Olympic Committee (IOC) and International Paralympic Committee (IPC).
Although that deal has now lapsed, it has been reported that Toyota will still look to maintain its relationship with the IPC despite not doing the same with the IOC.
The renewal of Tokyo’s partnership to sponsor Paralympics coverage caps off a successful advertising sales period for NBC ahead of the games, which begin on August 28 and run through September 8.
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By GlobalDataNBCUniversal has now stated that ad sales have grown 60% on the equivalent figure from the Tokyo 2020 Paralympic games (which took place in 2021 due to Covid-19).
NBC is the long-running main Paralympics broadcaster in the US, running alongside its status as the home of the Olympics in that key market.
The Covid-19-induced lockdown and adverse time difference to Japan had slown ad sales in the US for Tokyo, but US performance at the Paris 2024 Olympics, a more beneficial time difference allowing for prime-time TV exposure, and the growth of NBCU’s Peacock streaming service which will host Paralympic broadcasts, has naturally grown advertiser interest once again.
In addition, Paris 2024 is the first time that NBCUniversal is “democratizing” ad sales by utilizing a private bidding marketplace for advertising inventory to programmatically deliver these ads to audiences.
All this has made for a record number of advertisers supporting NBCUniversal’s coverage.
