NBCUniversal has plans to build a larger audience for the Paris Olympics with a parade of high-profile celebrities featured in their 7,000 hours of competi­tion coverage and related programming this summer.

“This kind of celebrity wouldn’t have been part of NBC Olympics coverage of the past. Now it’s one of the foundational elements,” Rick Cordella, president of NBC Sports, said. “We’ve got to be innovating, trying things differently, trying to match where the media world is in 2024.”