NBC Dives Into USA Swimming Pool
Network looks to ride Michael Phelps' wake, inks deals for 2009 World, U.S. Championships; U.S. Championships in 2010, 2011.
By John Eggerton -- Broadcasting & Cable, 8/21/2008 10:31:00 AM
NBC knows gold when it sees it.
In the wake of Michael Phelps’ sweep of the swimming gold medals at the 2008 Beijing Olympic Games, all captured by NBC and even repackaged already for DVD sales, the network signed a deal with USA Swimming to broadcast the 2009 World and U.S. Championships, as well as the U.S. Championships in 2010 and 2011.
Not coincidentally, NBC said Phelps plans to continue swimming, including in the World Championships next year and through the 2012 Olympic Games, which NBC has rights to.
NBC will provide weekend coverage of the 2009 World Championships July 26 and Aug. 1-2, 2009, with co-owned digital channel Universal Sports providing midweek coverage.
"The whole world watched as Michael Phelps took his sport to a new level and introduced a generation of fans to swimming through his extraordinary achievements,” NBC Universal Sports & Olympics chairman Dick Ebersol said in announcing what NBC called “the most significant U.S. television package in the history of the sport.”
Certainly Ebersol was looking forward to having Phelps be the big draw for the package. “[Phelps’] accomplishments transcend sports and are, in fact, a cultural phenomenon," he added. "We're greatly looking forward to following the next chapter in his career."
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