Exclusive: NBCUniversal and Instacart Launch Partnership for Olympics Viewers to Order Food

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Viewers watching the Paris 2024 Summer Olympic Games can now order food and drinks delivered directly to them from the comfort of their own homes. 

Today, NBCUniversal launched Virtual Concessions, a new commerce-enabled ad feature that allows audiences to purchase food, drinks and other items on-demand while watching the Olympics via QR codes displayed on the screen. The company first announced the tool at its One24 technology conference in the spring.

NBCU teamed up with Instacart and Flowcode as its partners to bring the innovation to the screen.

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