Cardi B, Sha’Carri Richardson Team Up to Promote NBC’s Paris Olympics

By Brian Steinberg

Cardi B is joining the parade of celebrities starting to talk about the Olympics for NBCUniversal.

The rapper appears in a 90-second promo Saturday evening during NBC’s telecast of the Kentucky Derby, meeting up; with sprinter and Olympic hopeful Sha’Carri Richardson that spotlights the next Summer Olympics, slated to begin July 26. NBCU and its corporate parent, Comcast, hold rights to broadcast the athletic extravaganza in the U.S.

“With the Paris Olympics quickly approaching, we are continuing our push to create combustible moments that will break through the clutter and resonate across multiple audiences,” said Jenny Storms, NBCU’s chief marketing officer of entertainment and sports, in a statement. “Pairing Sha’Carri with Cardi was a natural fit. They are titans in their respective fields, mutual fans of each other, and share many common interests. Audiences across sports, music, and pop culture will gravitate to their genuine affection and respect.”

The promo is part of a larger marketing effort by Comcast and NBC, which have committed to pay $7.75 billion for U.S. broadcast rights for the Olympics between 2021 and 2032. NBC has been promoting the Paris Olympics for months, tapping famous faces like Megan Thee Stallion, Peyton Manning and Dolly Parton, with executives betting that the Paris locale means NBCU will have fewer time-zones to navigate compared to recent efforts that have sent the company to big cities in Asia

In the promo, the duo meet for the first time in person to get their nails done. Richardson shares details of her rigorous training schedule. The two talk about their excitement about the Olympics. NBCU will make the entire conversation available via digital media, and will share more snippets over the next few weeks during regular programming and on social media. More conversations between celebrities and athletes are scheduled to debut over the next few months.

Richardson won a gold medal lasts summer in the 100-meter run at the World Athletics Championships in Budapest, earning the title “World’s Fastest Woman.” She is expected to compete at the U.S. Olympic Team Trials in June with the goal of qualifying for the Paris Olympics, where she will be expected to contend for gold in multiple events this summer.