Facebook and NBC are teaming up to publish video content around the 2014 Winter Olympics, due to start on the 6th February in Sochi, Russia. One of the most anticipated international sporting events of the year, the Winter tournament is expected to generate massive social and video traffic across the globe. NBC Universal hold the American rights to broadcast the Games in the U.S. and aim to generate substantial traffic and engagement via their Facebook deal. NBC are believed to be in talks with other social networks but the agreement with Facebook, and Facebook-owned Instagram, is the first to be officially announced.

NBC and Facebook have partnered up before, for the 2012 London Olympics, but are increasing their content in 2014 due to what Gary Zenkel, president of NBC Olympics, calls an “insatiable appetite for Olympics content”. He went on to say:

With an eye on driving viewership to our multi-platform coverage, we will use our unique access to all aspects of the Sochi Games to ignite the Olympic conversation and engagement on Facebook.

NBC is devoting over 1000 hours to digital coverage of the Sochi Games across the internet and their Olympics Facebook page will feature the latest news, views and information along with videos, images and interviews. The first of NBC’s short Olympic profiles, on the relationship between American speed skater J.R. Celski and Seattle rapper Macklemore, premiered on Facebook today.

NBC plans to broadcast more than 500 hours of TV coverage and 1,000 hours online, meaning Sochi will get twice as much video coverage than the 2006 and 2010 Games put together.