Comcast’s NBCUniversal is investing more than $8 billion in live sports content for a 2026 initiative branded Legendary February. This programming slate features Super Bowl LX, the 2026 Winter Olympics, and the 2026 NBA All-Star Game.
The investment targets massive audience growth across traditional television networks and the Peacock streaming service. Comcast aims to establish its platforms as the primary destination for viewers within a fragmented media market.
The strategy prioritizes subscriber retention by providing exclusive, high-demand sports coverage. This move positions NBCUniversal to compete against rivals like Amazon, Disney, and Netflix as they increase their own live content spending.