The upcoming Paris Olympics 2024 aren’t just expected to be a major showdown for the world’s top athletes. Instead, it will also provide a grand opportunity for the hosts to rack up financial profits through collaboration with major brands. As the world counts the days to the spectacle, the French authorities have attained yet another milestone that can give the Super Bowl a run for its money.

The 2022 Super Bowl LVI was one of the most successful events in the tournament’s history in terms of generating revenue. A 30-second commercial cost almost $6.5 million, which bumped up the total revenue to $636 million. But it looks like the 2024 Games are set to topple these numbers without breaking so much of a sweat.

According to a recent article by Fast Company, “NBC has sold a record $1.2 billion in advertising for the 2024 Paris Olympics“. The article notes that brands advertising for the first time during the Olympics have already paid a hefty sum of $350 million to the Paris Olympics organizers. Corporate sponsors have shown incredible enthusiasm with hopes to go big as fans are expected to be back in throngs. The last Olympic Games were held during tumultuous times with the world quivering from the COVID-19 pandemic, but the upcoming tournament will most likely get things back in order.

A new sales record in Olympic history is on the horizon and there are a few reasons for NBC to scurry and secure those funds. The company has paid a staggering $7.6 billion broadcast rights deal up till 2032. After three Olympics in Asia, Paris will be following a much more favorable time zone for the American audience, which may also explain the meteoric rise in the numbers.

“Very few properties can help (brands) build reach and know exactly where their advertising is running“, said Dan Lovinger, president of Olympic and Paralympic sales at NBCU. For the first time in Olympic history, every event will be streamed live via digital platforms, and NBC is keen on getting the younger audiences onboard with their latest step. While the numbers of the recent ad revenue data are impressive, it is not something that the world will see for the first time.

Profits hitting new heights every day in the sporting realm

NFL deals and revenue numbers have consistently been stunningly high throughout the years. In 2021, the tournament announced it had generated $534 million from adverts. On the other hand, tech giant Google claims to have achieved as much as $150 billion from advertisements. The Super Bowl LVI generated $32 million from ads during the halftime show only. The 2023 Super Bowl was also a grand success story when it came to making money from advertisers.

The 2024 Super Bowl commercials also cost $7 million, noting a significant bump from $4.25 million in 2015. With such staggering new statistics, it remains to be seen where the limit is as sports across the USA continue to find more fans with each passing day.

Read more: With Only 171 Days Until The Paris Olympics, Host City Faces Mounting Questions As Tensions Escalate