By James Sutherland on SwimSwam
World Aquatics and NBC Sports announced an extension of their media rights deal through 2028 on Thursday.
The agreement means marquee international events such as the World Aquatics Championships, Short Course World Championships and the World Cup series will continue to be broadcast live on NBC and Peacock in the lead-up to the 2028 Olympics in Los Angeles.
The timing aligns with the recent media rights extension between NBC Sports and USA Swimming that will also run through 2028.
Headlining the lead-up to LA 28 will be the 2027 World Aquatics Championships in Budapest and the 2026 Short Course World Championships in Beijing, and the media rights deal will also include coverage of the Artistic Swimming World Cup Super Final, the Diving World Cup, and the High Diving World Cup.
“We are delighted to extend our valued partnership with NBC Sports, a broadcaster that shares our commitment to bringing the excitement and excellence of aquatic sports to fans across the United States,” said World Aquatics President Husain Al Musallam.
“This agreement ensures broad and consistent exposure for our athletes and events, including the 2027 World Aquatics Championships in Budapest—a key milestone on the road to the LA 2028 Olympic Games. With NBC Sports’ unparalleled reach and storytelling, we look forward to inspiring new generations and celebrating the global aquatics community together.”
NBC is also the American media rights holder for the Olympic Games through 2036, announcing a deal with the International Olympic Committee (IOC) this past March.
Joe Gesue, the Senior Vice President of Olympic Programming & Planning for NBC Sports, said: “Our long-standing relationship with our valued partners at World Aquatics is core to our mission of telling the stories and showcasing the achievements of the world’s greatest athletes to the American audience. Aquatic sports have provided so many magical moments over the years, from swimming stars like Michael Phelps and Katie Ledecky, clutch diving golds by Laura Wilkinson and David Boudia, world championship wins in water polo, and the U.S. artistic swimming team’s viral program from Paris. We are excited about sharing many more on the road to LA28.”
The deal was brokered by SPORTFIVE, a global agency that has worked with a variety of international organizations in landing media rights deals.
World Aquatics (formerly FINA) and NBC have been aligned dating back to January 2014, when FINA and Universal Sports (which was partially owned by NBC) signed a media rights deal that spanned through 2021. After Universal Sports shut down in 2015, NBCUniversal and NBC Sports took over its media rights contracts in Olympic sports.
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