NBC is adding some pop culture flair to the world’s biggest sports event: the Paris Olympics. The network has partnered with several big names to build excitement for the Games, from Megan Thee Stallion dancing with horses at the Palace of Versailles to Peyton Manning riding a giant baguette blimp over the Eiffel Tower.
The goal is to attract more viewers after NBC, the longtime Olympics broadcaster in the U.S., experienced low ratings for the last Summer Olympics in Tokyo and the Winter Olympics in Beijing. Those Games, held during the COVID-19 pandemic, had muted celebrations and few announcers on-site.
But with over 11 million people expected to attend the two-week Summer Games starting July 26, NBC wants to bring Olympic stories to life with popular and diverse personalities. The network holds the broadcasting rights to the Olympics through 2032.
Snoop Dogg, who will be an NBC correspondent in Paris, said, “We speak to a broader audience.” He became a fan favorite during the Tokyo Games when he and Kevin Hart did in-studio commentary for Peacock.
Snoop Dogg will explore Paris landmarks, attend competitions, and interview Olympians. He said, “We have different perspectives and different views. The world that we live in right now, it is appropriate for me to give our side of the story.”
After the Tokyo Games, NBC created a new plan to increase excitement for this summer’s coverage. They found that people aged 26-40 wanted an Olympics that brings more pop culture into everyday conversation.
Singer Kelly Clarkson and NFL legend Peyton Manning will join sportscaster Mike Tirico as hosts of the opening ceremony along the Seine. Comedian Leslie Jones will contribute to coverage, and podcaster Alex Cooper will host live, interactive watch parties.
Manning said, “I’m not a former Olympian, but they sort of convinced me that we are just celebrating these athletes and a little bit about what drives them.”
Kevin Hart will collaborate with Kenan Thompson on a series offering funny recaps of the best and most unexpected Olympic moments.
Tirico said adding more pop culture elements was a “grand slam” idea. “If we bring a little cross-section of America together to give you a flavor of the games and do it under one tent, it’ll keep you around for 17 nights,” he said.
Several promotional spots have already aired on NBC, featuring Cardi B, Lily Collins, Paris Hilton, and Dolly Parton. The commercials have generated strong numbers, with millions of views on NBC’s platforms and social media channels.
NBC Olympics Production president Molly Solomon said, “We wanted to be a part of the cultural zeitgeist. We wanted to make sure that it feels like more than just a sporting event. It’s really an entertainment and pop culture event that is centered around athletes stories.”
The network aims to bring Olympians’ stories to the forefront through popular voices, with celebrities like John Legend, Cody Rhodes, and Eamonn Walker telling the stories of athletes like Simone Biles, David Taylor, and Noah Lyles.
Manning hopes to make an influential mark by delving into the backstories of Olympians. “Maybe athlete to athlete,” he said, “they will share some information that maybe they just wouldn’t tell anybody.”
The Associated Press contributed to this article.