NBCUniversal is heading into what it’s calling a truly standout stretch — a month so packed with marquee events that even the network itself is leaning into the hype. Internally dubbed NBCUniversal puts sports front and center as it gears up for a ‘Legendary February, the strategy underscores just how central live sports have become to the company’s future.
A Month Packed With Blockbuster Events
The idea of “Legendary February,” a phrase coined by NBC Chief Marketing Officer Jenny Storms, reflects an unusually dense run of high-profile sports programming across NBCUniversal platforms. It all kicks off on Feb. 6 with the opening ceremonies of the Milano Cortina Winter Olympics, airing on NBC and followed by nearly two weeks of round-the-clock Olympic coverage.
Just days into the Games, NBC will pivot straight into Super Bowl Sunday. Then, a week later, the network adds another tentpole: the NBA All-Star Game, airing under the league’s newly launched media rights deal. When the Olympics wrap up on Feb. 22, NBC won’t slow down — that same night features a storied NBA rivalry, with the Boston Celtics facing off against the Los Angeles Lakers.
Every one of these headline events will be available both on NBC’s broadcast network and on its streaming platform, Peacock, reinforcing the company’s dual focus on traditional TV and digital audiences.
Sports Beyond February
February is only part of a much larger picture. NBCUniversal’s Telemundo will carry the FIFA World Cup this summer, while Major League Baseball returns to NBC in March after a three-year absence. Together, these deals represent billions of dollars in long-term investments — and a major bet on the enduring power of live sports.
The payoff isn’t measured by ratings alone. Advertising revenue, the network’s value within pay-TV bundles, and Peacock’s subscriber growth all factor into whether these massive rights fees ultimately make financial sense.
From “Must See TV” to Must-Watch Sports
For decades, NBC was synonymous with scripted television. In the 1990s, “Must See TV” ruled Thursday nights with shows like Seinfeld, Friends, Frasier, and ER. That momentum continued into the 2000s with hits such as The Office, The West Wing, Friday Night Lights, and This Is Us, alongside critically acclaimed comedies including 30 Rock and Parks and Recreation.
But the media landscape has changed dramatically. Cord-cutting has eroded audiences for traditional broadcast programming, while streaming giants like Netflix, Amazon, Apple, and YouTube now spend at levels that dwarf most legacy media companies. Even Disney’s market value far exceeds that of Comcast, NBCUniversal’s parent company.
As NBCUniversal has scaled back — spinning off most of its cable networks and narrowing its entertainment slate — sports has emerged as the one arena where it still holds a clear advantage.
Why Sports Are Different
NBC Sports Chairman Rick Cordella has been blunt about the competitive realities. Scripted entertainment, he’s noted, has become crowded territory dominated by deep-pocketed tech companies. Sports, on the other hand, depend on long-standing relationships, massive production capabilities, and the broad reach of broadcast television — areas where NBC still excels.
That doesn’t mean NBCUniversal has abandoned entertainment altogether. The company recently signed Yellowstone creator Taylor Sheridan to a major long-term deal set to begin in 2029, and its unscripted programming continues to perform strongly. Shows like The Voice, America’s Got Talent, and Peacock’s Love Island USA remain ratings powerhouses.
Still, scripted television is expensive, and Peacock continues to operate at a loss. Against competitors that can afford to overspend, NBCUniversal has made a calculated decision to focus where it can win.
Leadership Pushback — and the Numbers
Comcast co-CEO Mike Cavanagh has pushed back on the idea that NBC is becoming a sports-only network. He’s emphasized that entertainment, reality TV, and scripted series still matter deeply to the company’s identity.
Yet the numbers tell a compelling story. NBC’s primetime lineup now features fewer scripted shows than at any point in its history, and their viewership pales in comparison to major sporting events. A regular-season NBA game can rival top scripted shows in weekly viewers — and playoff games or All-Star events draw far more. Meanwhile, Sunday Night Football continues to average more than 23 million viewers per game.
NBC’s recent willingness to spend aggressively — from NBA and MLB rights to exclusive NFL playoff games for Peacock — highlights where the company sees its strongest return.
A Strategic Bet on Live Audiences
The logic is straightforward: while scripted shows can be watched anytime, live sports still demand real-time viewing. That urgency helps keep pay-TV bundles relevant and gives Peacock a compelling reason for fans to stick around month after month.
February may be just one month on the calendar, but for NBCUniversal, it represents a clear snapshot of where the company is headed — leaning hard into sports as the most reliable engine of growth in an increasingly crowded media world.
