As the 2026 Milano-Cortina Winter Olympics approach in February, NBC executives have reason to celebrate: American skiing icon Lindsey Vonn, at age 41, has officially qualified for her fifth Olympic Games, delivering a compelling superstar storyline that could significantly boost viewership for the network’s broadcast.
NBCUniversal, the exclusive U.S. rights holder for the Olympics, has faced challenging ratings in recent Winter Games.
The 2022 Beijing Olympics averaged just 11.4 million primetime viewers across all platforms—a staggering 42% drop from the 19.8 million who tuned in for the 2018 PyeongChang Games.
Factors like unfavorable time zones, pandemic restrictions, and a perceived lack of dominant American stars contributed to the decline, marking Beijing as the least-watched Winter Olympics in history.
Even the 2018 Games saw viewership dips compared to prior editions, highlighting a broader trend of waning interest in the Winter Olympics amid cord-cutting and shifting viewing habits.
Vonn’s impact on NBC’s Olympic coverage
Vonn’s improbable return changes that narrative dramatically. One of the most recognizable and marketable U.S. winter sports athletes, Vonn brings instant star power, a triumphant comeback arc, and genuine medal contention—elements proven to draw casual fans.
Her story of overcoming chronic injuries, retiring in 2019, undergoing partial knee replacement surgery, and storming back to elite form provides the kind of inspirational drama that NBC thrives on promoting.
Vonn’s qualification is seen as a “major lift” for NBC, especially with the 2026 Games benefiting from a more favorable European time zone and the post-Paris 2024 Olympic momentum.
NBC has already leaned into Vonn’s comeback, featuring her prominently in promotional spots alongside celebrities like Scarlett Johansson, emphasizing themes of resilience and “scar stories.”
Her events—particularly the downhill and super-G in Cortina d’Ampezzo—will likely become centerpiece programming, with primetime slots on NBC and extensive coverage on Peacock.
Vonn’s presence could help reverse the ratings slide, attracting broader audiences beyond hardcore skiing enthusiasts and positioning her as the household name the Winter Games have lacked in recent cycles.
Vonn sealed her Olympic spot with a dominant early 2025-26 World Cup season. She kicked off with a historic victory in the downhill at St. Moritz, Switzerland, becoming the oldest skier (male or female) to win a World Cup race.
She followed with strong performances, including back-to-back bronze medals in downhill and super-G at Val d’Isère, France, just days before her qualification was confirmed on December 23, 2025.
In five races this season, Vonn has podiumed four times—winning once, finishing second once, and earning bronzes twice—with her only non-podium a fourth place.
She currently leads the downhill standings and sits third in super-G, far ahead of her U.S. teammates.U.S. Ski & Snowboard praised her “resilience and dedication,” noting her results left no need for discretionary selection—she earned her spot outright.
Vonn, who debuted at the 2002 Salt Lake City Games as a 17-year-old, also competed in 2006, 2010 (gold in downhill, bronze in super-G), and 2018 (downhill bronze), missing 2014 and 2022 due to injury and retirement.
The Cortina venue holds special meaning for Vonn: it’s where she earned her first World Cup podium in 2004, broke records, and claimed 12 victories—more than any other skier. “I am honored to represent my country one more time, in my fifth and final Olympics!” she posted on social media.
“Cortina is very special to me… I can guarantee I will give my absolute best.”
For NBC, Vonn’s high-level competition offers redemption after recent low points. Her races could drive must-watch moments, helping elevate the Games alongside new events and other U.S. hopefuls like Mikaela Shiffrin.
With her proven appeal—83 career World Cup wins (at retirement) and a history of transcending the sport—Vonn represents exactly what broadcasters need: a relatable hero with a shot at glory, capable of pulling in millions of casual viewers tuning in for the drama.
As the Olympics near, Vonn’s journey from retirement to Olympic contender stands as one of the top stories, poised to deliver both athletic excitement and a much-needed ratings spark for NBC’s coverage.
