- Google has partnered with Team USA and NBCUniversal (NBCU) to develop into the Official Search AI Partner of Team USA, per details shared with Marketing Dive. The effort represents the primary time the tech giant has entered right into a partnership with Team USA.
- Through the tie-up, Google will elevate athlete stories by integrating sponsored content formats inside NBCU’s coverage of the games. NBCU’s content will leverage Google’s products, including Search, Maps and its Gemini artificial intelligence (AI) tool.
- The effort will extend to each the Olympic and Paralympic games and features a number of activations, including an “Explain the Games” feature highlighting Google Search’s AI Overviews, a tie-up with comedian Leslie Jones, enhanced 3D broadcasts and more.
With the Olympics fast approaching — the Opening Ceremony kicks off July 26 — Google is using the games as a chance to spotlight a range of its features while further cementing itself throughout the buzzy AI landscape. The effort is supposed to bring athlete stories and the Paris games to life by integrating sponsored content formats, including ways to look the Olympic and Paralympic games with Google Search and its AI features, inside NBCU’s coverage.
A number of activations are planned as part of the partnership, including an “Explain the Games” component that can showcase how Google Search’s AI Overviews will help viewers understand questions on the games via a single search. The activation, which is able to include demonstrations from NBCU commentators, will even extend to the media company’s social media accounts. The move could help consumers grow more comfortable with the AI search feature, though it has a fair proportion of criticism to beat.
Among other activations is a tie-up with actress and comedian Leslie Jones, described in release details as a “chief superfan commentator,” who will follow the games with help from Gemini. The star will use the AI tool to come back up with custom moves or learn a latest sport while also sharing knowledge with viewers across NBCU networks and streaming service Peacock, per release details.
The partnership will even follow five Olympians and Paralympians who shall be featured in social videos and late-night promos while they explore Paris, the host city for the games, with assistance from Google Lens, Circle to Search, Immersive View in Google Maps and Gemini. Viewers through the games will even see immersive views of Olympic venues in Paris, like Versailles, Stade Roland Garros and more provided by Google Maps Platform’s Photorealistic 3D tiles, which permit viewers to see locations all over the world in 3D.
The splashy partnership from Google comes as its owner Alphabet sees success. The company reported a revenue increase of 15% 12 months over 12 months in Q1 to $80.54 billion, topping analyst expectations, while CEO Sundar Pichai said the corporate is well into its “Gemini era.” The company is anticipated to report its earnings July 23 after market close.
NBCUniversal has been heavily activating across the Olympics and is actively trying to find ways to interact with young consumers. Recently, the broadcaster unveiled the Paris Creator Collective, a program that can send 27 creators to Paris for coverage of the games. NBCU owns the U.S. media rights to the Olympic games through 2032.
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