USA Swimming Signs Playmaker Media For Streaming, On-Demand Services

USA Swimming has secured NBC Sports-owned Playmaker Media to power streaming and video-on-demand for its new NBC Swimming Productions, a startup content marketing initiative from the NGB. In choosing Playmaker over other streamers such as NeuLion or BAM Tech, USA Swimming further committed to its all-in relationship with NBC, which holds Olympic rights through '32 and recently signed a deal with the NGB for broadcast rights to domestic events through '24. USA Swimming Productions is an attempt by the NGB to create more digital inventory for sponsors and connect with its grassroots fans and members. “In general, what we’re really seeing is a really large connecting of the dots on a strategic level for distributing content in collaboration with NBC,” USA Swimming CMO Matt Farrell said. “This is the technology that runs through a lot of that on the digital side.” It is the first NGB deal for Playmaker, which also powers the IOC’s Olympic Channel OTT offering.