NBCUniversal Launches NFL Kickoff Weekend, Sells Out Super Bowl LX Ad Inventory

PHILADELPHIA, Sept. 4, 2025 - NBCUniversal today kicked off its NFL Kickoff Weekend with a live on-site special in Philadelphia ahead of the season opener between the reigning champion Philadelphia Eagles and the Dallas Cowboys. Coverage began at 7 p.m. ET on NBC, Peacock, and Telemundo with a Kickoff Special hosted from Lincoln Financial Field, followed by the game broadcast at 8:20 p.m. ET.

In related sports business news, NBCUniversal announced it has sold all advertising inventory for Super Bowl LX, set to air on February 8, 2026, across NBC, Peacock, and Telemundo. This marks the earliest sell-out of Super Bowl ad space ever recorded, exceeding last year’s record by months. The media giant also reported that 90 percent of its broader NFL advertising inventory for the upcoming season has been reserved.

Peter Lazarus, Executive Vice President of NBC Sports & Olympics, Advertising and Partnerships, said the combination of a “record-breaking upfront” and unprecedented advertiser demand had made the network’s 20th season of Sunday Night Football its highest-grossing to date. NBCUniversal declined to release specific revenue figures but highlighted strong digital ad growth on Peacock and robust interest from CPG, entertainment, finance, and automotive categories.