When Brazilian marathon runner Vanderlei de Lima lit the torch in Rio on Friday, it marked the latest chapter in NBC’s decades-long bet on the commercial success of the Olympic Games.
The media group, which is owned by Comcast, paid $7.8bn to extend its deal to broadcast the Olympics until 2032, having started airing the games in 1964.
For television companies like NBC, keen to dismiss pessimism over their future, the stakes for blockbuster events such as the Olympics have scarcely been higher.
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