Few organizations will sit at the center of as many cultural sports moments as NBC and Peacock in the coming days, weeks, and year. Ahead of what is on track to be the highest generating Super Bowl to date, ADWEEK CEO Will Lee is joined by NBCUniversal’s Chairman, Global Advertising and Partnerships Mark Marshall to explore how the network is gearing up for a year anchored by an extraordinary run of tentpole events – from a “Legendary February” that brings the Super Bowl, NBA All-Star Game, and Winter Olympics to NBC platforms in a two-week span, to a packed calendar that continues with the launches of both the MLB and WNBA and culminates as Telemundo hosts the World Cup in North America this Summer.

Through the lens of audience insight, cultural relevance, and cross-platform strategy, Marshall will unpack how NBCU turns the unrivaled scale and impact of the Super Bowl – and its partnership with the NFL – into a springboard for year-round value for brands. From delivering the single most powerful moment in sports media to sustaining momentum across Peacock, linear, and live experiences, this conversation offers a behind-the-scenes look at how NBCU is evolving its content playbook to meet rising expectations and deliver gold-standard impact across generations.