Let's Talk: NBC Signs Multiyear Extension With Mike Florio

NBC Sports signed a multiyear extension that extends its relationship with Mike Florio, founder of the popular website ProFootballTalk.com. The new deal will have Florio host a live daily show on NBCSports.com called "ProFootballTalk Live with Mike Florio," starting Jan. 4. Under terms of the deal, NBCSports.com will continue to host Florio's site, and Florio will continue to appear on TV for NBC Sports. "This really cements and strengthens our relationship and formally expands it into other media," Florio said. "Our first agreement had no discussion of on-air work. Now, it is a significant part. It's not just a Web partnership." Florio and NBC Sports started their relationship in June '09 when the network agreed to host, sell and promote the ProFootballTalk.com website. Since then, NBC says that ProFootballTalk.com's traffic has increased by 450% and NBCSports.com's traffic has increased 115%. "The website is still my backyard," Florio said. "I still say and write whatever I want." Florio has extended his brand to TV, via NBC's NFL pre- and postgame shows. He has also appeared regularly during Notre Dame's halftime shows. Based on the popularity of Florio's site, NBCSports.com launched similar "sports talk" websites covering baseball, basketball, hockey, college football, golf and Notre Dame. "My only goal has ever been to grow the traffic of the website," Florio said. "I want to keep growing the audience because I know good things will happen if we can continue to do that."