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How Comcast scored that four-Games victory

One of the most luxurious hotels in Lausanne, Switzerland, is a place they call "The Palace," and late Tuesday afternoon, ESPN and Fox Sports executives were drinking in its bar as reporters prowled the lobby, desperate to know who would prevail in the bidding for U.S. television rights for the Olympic Games beginning in 2014.

Upstairs - and very aware of the clamor below - were Comcast Corp. chief executive Brian Roberts and NBC network executives.

Around 5 p.m., Roberts and his team sneaked out of a service elevator at the Lausanne Palace & Spa and walked about a block in the rain to a waiting car. Doors opened and closed, the car pulled away, and Comcast went to pick up its grand prize at International Olympic Committee headquarters.

Like a scene out of a John le Carré novel, the cloak-and-dagger slip was one of the final steps in a lengthy project at Comcast to have NBC remain "the Olympic network." Many believed that was a long shot, that Comcast would lose because it wouldn't spend the money needed to outbid ESPN or Fox, or the International Olympic Committee wouldn't have confidence in NBC without executive Dick Ebersol - the mastermind responsible for NBC's grip on the Games and its broadcast artistry.

Comcast has officially owned NBCUniversal Inc. for less than six months, having acquired 51 percent of the outfit from General Electric Co. So it is near stunning that Comcast won the broadcast rights for the Olympic Games through 2020 with a $4.4 billion bid, trouncing Fox Sports and ESPN.

Even the IOC officials seemed blown away, raving over the Comcast/NBC presentation, which included a video of memorable Olympic moments, referred to at NBC as "Titans," and a second video of personal interviews with NBC Sports employees about their love for their jobs, dubbed internally as "Faces."

"The final video was so emotional and moving that there was hardly a dry eye when it was over," Brian Roberts said later, clearly proud. Roberts addressed the IOC brass three times during the two-hour presentation, and so did 10 other NBC employees, including eight-time Olympic host Bob Costas.

Roberts and Michael Angelakis, Comcast's chief financial officer, recounted in an hour-long interview last week, Comcast's extensive preparation for the Olympic bidding, which included, among other things, finding a secret conference room in Lausanne to rehearse the pitch for the Olympic officials on the eve of the presentation.

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