NBCUniversal, Visa pact with creators for Super Bowl and Olympics

NBCUniversal and Visa are collaborating on an ambitious marketing partnership that will connect the Milan-Cortina Winter Olympics with the Super Bowl through content produced by sports-focused creators Allison Kuch and Isaac Rochell, a former NFL player.

The pair, known as Allie and Isaac, will be flown by NBCUniversal to the Winter Games in Northern Italy this week, as well as to Levi’s Stadium in Northern California for the Super Bowl on February 8. Kuch and Rochell, who are married, will produce content aimed at capturing the key moments of both events, as well as behind-the-scenes and personal stories from athletes going for the gold in Milan-Cortina and the Lombardi gold in Santa Clara. The partnership with the popular creators is part of NBCUniversal’s effort to expand its “Legendary February” promotional campaign to viewers highlighting that the Super Bowl and Winter Olympics take place in the same short month.

The content produced by the duo known as Allie and Isaac, who are married, will appear almost entirely on social media and digital video platforms. It will not be distributed on NBCUniversal’s linear platforms, but through NBCUniversal’s social and digital platforms and Visa and possibly other partners. The deal marks a new evolution for television advertising as it is a marketing deal that is not tied to traditional metrics or time frames.

Rochell is a former NFL defensive player who retired in 2024 after seven seasons. Allie started sharing their life together on social media – which expanded to include a daughter, Scottie Bee, and the couple has another baby on the way. What started when Allie expressed her life as a wife of. being a professional athlete has become a calling that has put the couple on the radar for marketing and endorsement deals. The duo previously worked with NBC Sports during the Kentucky Derby in May.

“It was an opportunity to really create some connective tissue between each of the moments and tell different stories, but through the lens of a creator. That’s really where we think the perfect marriage is when Allie and Isaac come together,” said Karen Kovacs, president of ad sales and partnerships for NBCUniversal. “On behalf of NBC, they’re really bringing this story to their community, and it’s exciting. They’re creating truly unique and authentic stories, combining culture and sports with their audiences, which is a really exciting opportunity for both Visa and NBCU.”

Kuch and Rochell get an entry pass to two of the biggest sporting events in the world. They plan to bring their signature you-there POV to the events. Kuch is particularly interested in exploring the human stories behind every high-performing athlete.

“I think what people relate to most is honesty. I’ve always shared the behind-the-scenes reality of sports life and the emotions that come with it. The Olympics are filled with those same layers,” Kuch said. “There is so much heart behind every athlete and every family there. I’m happy to bring that same perspective to this setting and highlight the human side of the Games that viewers may not always get to see.”

Visa is counting on Kuch’s social media influence to amplify big moments at both events and tap into the ever-growing creative economy.

“We are incredibly grateful to NBC for entrusting us with something as meaningful as the Olympics. It’s very special to be invited into a space like this as storytellers, and it’s something we don’t take lightly,” said Kuch and Rochell. “Opportunities like this remind us how powerful media can be in bringing people closer to moments they might not otherwise experience. We’re excited to be a small part of that and continue to learn from a team doing this at such a high level.”

Karen Kovacs notes that NBCUniversal created a Creators Collective around the Paris Summer Games in 2024, which generated a flood of content that added to the buzz surrounding the Games.

“We’ve been working with these creators in their ecosystem over the last few years, and it’s really exciting to see it come to life in a bigger way in Milan. But we feel like you and I have talked about some of the non-sports ways this is coming to life for us,” Kovacs said. “You know, we really see the power of these creators across the universe. So whether it’s through entertainment or Bravo, it really impacts the way we develop programming and how we go to market with our partners.”

(Photo: Allison Kush and Isaac Rochell at the 2025 Kentucky Derby)