NBC Splurges $8 Billion on Sports to Combat Netflix and Amazon

NBC anchors and executives are crisscrossing the globe to cover a trifecta of major sporting events in the next few days from the Super Bowl and NBA All Star game at the opposite ends of California to the Winter Olympics in Milan.

The intricate logistical choreography is the foundation of what NBC’s parent company Comcast Corp. is calling “Legendary February” – a streak of high-profile live broadcasts that the company hopes will lure a surge of eyeballs to its TV networks and Peacock streaming service.