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Rick Burton, David B. Falk Endowed Professor of Sport Management in the Falk College, was quoted in the Associated Press story “” Burton, who previously served as the chief marketing officer for the U.S. Olympic Committee, explained that NBC owns full media rights for future Olympic Games in 2028 and 2032.

While some are questioning this contract after this year’s games, he does not think that the media company will try to get out of their locked-in deal. “It’s Park Avenue. It’s a showcase property that no one else has. They just have to make it more attractive for people who are moving away from TV,” Burton said.