After a year of delays, the Tokyo Olympics is finally here.
But the growth in streaming is expected to lower broadcast viewership numbers. About 27.5 million people tuned into the 2016 Rio Olympics each night during Primetime, and around 86 million households had a cable or satellite subscription that year. This time around, the Tokyo Olympics are at least 13 hours ahead of the U.S.' main broadcasting hours, and 11 percent fewer households still maintain their cable or satellite bundles. On top of this, NBC Sports is saving the live feed of several popular sports, including mens' and women's gymnastics and track and field, for its streaming service Peacock in order to drive viewers to the platform.
But despite the protests and concerns over safety during COVID-19, advertisers haven't stopped backing the Games. While sponsor Toyota announced it would pull its ads running in Japan during the Olympics, it is still moving forward with its plans in other countries. In fact, NBC Sports said it has at least 120 advertisers this year, 80 of which are brand new. It is expecting to bring in more than $1.2 billion in ad revenue, which was the last benchmark set by the 2016 Rio Olympics.
"I think it shows a sensitivity to their specific region and a respect, which the Japanese people are known for, so I think it was the right thing to do," said Influencer marketing agency Takumi CMO Kristy Engels about Toyota.
"When you look at the other advertisers out of the major ad sponsors, no one else has pulled out to date so they're all sticking with their existing programs so you'll still see the Toyota ads running here in the U.S.," she added.
Cody Garbrandt, who became the UFC Bantamweight champion in December, says he was inspired by Maddux Maple, his 11-year-old friend who survived a battle with cancer.
Gotham Chopra and his Religion of Sports media company may have just entered the filmmaking scene a few months ago, but it has already snapped up an Emmy nomination, which Chopra says feels like "an affirmation."
SeatGeek co-founder Russ D'Souza says that, despite lower ratings and bad PR, NFL ticket prices remain the highest of all pro sports, and he doesn't see that changing anytime soon.
The professional equestrian and daughter of former New York Mayor Michael Bloomberg says bringing the Riders Masters Cup to the city was "a dream come true."
The world's top equestrians gathered in New York City for the inaugural Longine Masters event. Professional Equestrian Georgina Bloomberg explains how this event brings the competition to the masses, through its Rider Masters Cup.
Professional dancer Sharna Burgess paired up with Washington Redskins cornerback Josh Norman for the new "Dancing With the Stars: Athletes." Having sports stars in the mix increases the competition level because they're "used to winning at what they do," says Burgess. The new season premieres Monday on ABC.
The former Major League Baseball MVP tells Cheddar that these days there are many players who can hit as well as he did, so he's happy to watch from the sidelines.
A lot of times athletes need financial education before they are able to turn their paychecks into long-term investments, says Frank Zacca, managing director of Octagon, a wealth management firm that works with elite sports stars.
A total of 72,000 gamers qualified for the 17-week long video game competition, and only 102 -- "the elite of the elite" -- made the final cut, says Brendan Donohue, managing director of the League.
The obstacle race organizer had to be tough enough to convince the rapper to skip his own workout routine, said Rich Abend, VP of Global Partnerships. "[Flo Rida] happens to be an incredibly fit person," he said.
