Comcast is taking an all-in approach to its sponsorship of next month’s Winter Olympic Games in PyeongChang, South Korea.

The pay-TV, internet and telecommunications company last month announced a four-year partnership with the U.S. Olympic Committee that includes the 2018 Olympic and Paralympic Winter Games in PyeongChang and the 2020 Summer Olympic Games in Tokyo.

Comcast is supporting the 2018 Games via a multiyear partnership with U.S. Ski & Snowboard and ties to 13 Team USA athletes.

Like its other partnerships across the sports and entertainment spectrum, Comcast will use the sponsorships to enhance the TV viewing experience. That includes athlete bios, statistics and the ability to search Olympic coverage by athlete, sport and country.

Comcast—which owns the U.S. media rights to the Olympic Games through its NBCUniversal unit—offered similar content from the Rio 2016 Games through a custom interface for Xfinity X1 customers. But Comcast could not actively promote the product due to the U.S. Olympic Committee’s partnership with AT&T which owned the communications category.

As luck would have it, AT&T dropped its decades-long partnership with the USOC at the end of 2017, allowing Comcast to jump in.

“We will tap all channels and marketing assets to position Xfinity as the ultimate destination to watch the Olympics,” said Todd Arata, Comcast senior vice president of brand marketing.

Comcast is promoting the Olympic content in retail stores, direct mail and other marketing channels, and will distribute the content via smartphones, tablets and TVs.

The USOC partnership affords exclusivity in the Internet, video distribution, wireless, home security and business services provider categories.

In addition to sports, Comcast focuses on three other passion points that are endemic to watching TV and surfing the internet: TV and film, online gaming and music.

On the music front, Comcast is leveraging its sponsorship of Katy Perry’s “Witness” tour by offering songs, interviews, behind-the-scenes footage and other content on the artist’s X1 destination on Xfinity On Demand. Customers can access the content via a voice remote feature by using ten customer commands such as “Witness Katy Perry.”

“We can create a full ecosystem around a personality or sport to show the breadth and scale of what Xfinity can bring to life, all in one place.”

The Witness tour kicked off September 2017 and runs through August.

Comcast has leveraged other music tours to access content, including its sponsorship of Taylor Swift’s 1989 World Tour.

Using Sponsorship To Promote Xfinity Products
In addition to accessing sports and entertainment content, Comcast also uses sponsorship to promote its products and services.

One key product: Xfinity high speed internet.

Comcast promotes the internet service and other products through two primary platforms: motorsports (NASCAR Xfinity Series) and esports (ESL and the Evil Geniuses team).

“Speed is core to motorsports, and the internet is the backbone for multiplayer online experiences. If we can tap into those audiences and have a favorable brand and product relationship, it’s a win.”

Comcast also uses sponsorship to promote other product segments. Case in point: Comcast activates its sponsorship of the NASCAR Xfinity Series with the Xfinity Zone, a 1,000 square-foot brand experience where motorsports fans can interact with products in a NASCAR-themed environment. Products include high speed internet, X1 TV and Xfinity home automation.

“Whether at NASCAR races, at an NBA game or on the slope with Team USA, we bring the Xfinity story line to life through these properties.”

Comcast also uses sponsorship to promote its new Xfinity Mobile wireless service, with a focus on messaging the product’s value proposition. Comcast offers fixed-line Xfinity customers five lines of service for free.

“That is a value-add story we look to amplify through our marketing mix, including sponsorship. We’re not competing as a wireless sponsor, but showing how your Internet goes further.”

Comast also sponsors a handful of NFL, MLB and NBA teams including the Chicago Bears, Chicago Cubs and Chicago White Sox.