Week 225 (3 - 9 February 2018)

Today, the PyeongChang 2018 Olympic Winter Games kicked off in style with an historic Opening Ceremony.

However, as is often the case with global sporting events, live action in some countries can be difficult to follow given the unfavourable timings, with fans either asleep or at work. In previous years this made it hard to keep up with the Games and fans missed their favourite sporting events.

Will it be the same with PyeongChang 2018? Will fans across the world be disconnected from the action? Will life just get in the way?

 For the first time ever, thanks to NBC, fans in the US will be able to follow all the Olympic action on the move due to an exciting partnership with global taxi technology company Uber. Across the whole of the US, Uber riders will have access to content from the Games, such as athlete interviews, event highlights and other special features curated by NBC Olympics via the Uber app. The interviews will feature reactions from athletes as well as broadcast announcements leading up to events, creating a completely new and dynamic travel experience.

Once an Uber customer has begun their journey, they will have instant access to the Olympic Games content, produced by the NBC broadcast team on a daily basis. This innovative collaboration will allow sports fans in the US to stay connected to the Games, without it impacting their busy lifestyles. Travel will no longer be an obstacle to enjoying sport!

Both Uber and NBC have described their partnership as “the first of its kind”. Gary Zenkel, President of NBC Olympics, expressed his enthusiasm about the project, saying:

“We are excited to partner with Uber to reach Olympic fans on the go. Through great partner platforms such as Uber, NBC is able to fuel the excitement of the Olympic Games by surrounding the American audience with the great moments and stories unfolding in PyeongChang.”

Amy Friedlander Hoffman, Head of Business Development and Experiential Marketing at Uber, also highlighted her enthusiasm:

“The Olympic Games unite the world in sport and we are thrilled to be teaming up with NBC to connect Olympic Games fans across the country with exclusive content through the Uber app. For the first time ever, Uber riders will have access to highlights of the Olympic Games highlights while on their journey, bringing them closer to the action no matter where they are going.”

The news of this partnership was announced shortly after NBC revealed that it will also deliver exclusive content from the PyeongChang 2018 Olympic Winter Games to urban screens and transport networks in three major US cities. There will be thousands of screens across the LinkNYC transport network, digital urban panels and platform displays in the Chicago Transit authority and digital bus shelters and other street displays in Philadelphia.

NBC should be praised for its forward-thinking approach to sports broadcasting. Consumers no longer have to alter their hectic lives to stay connected to the sports they love. These ideas have the potential in the future to be rolled out on a global scale, with the opportunities they have created in the sports broadcasting industry seemingly endless. For setting a new benchmark, NBC is the JTA Communicator of the Week.

Photo: Wikimedia Commons