NBCUniversal and Macy’s said they struck a new pact that will keep the retailer’s popular Thanksgiving Day Parade on the media conglomerate’s properties through 2034, a nod to the growing importance of live “tentpole” events in the business of television.

NBCUniversal is extending its partnership with Macy’s via a 10-year programming rights deal. The agreement includes The Macy’s Thanksgiving Day Parade, Countdown to Macy’s Thanksgiving Day Parade and Macy’s 4thof July Fireworks, as well as a new program that NBCUniversal says it will give details on at a later date.

The long-term deal also includes the 4th of July fireworks concert special, and a new event to be announced at a later date.

Parade will keep marching on with NBCUniversal after the retailer and media giant struck a new 10-year rights extension that will see the event continue to broadcast on NBC and Telemundo and stream on Peacock.

The 10-year agreement will expand beyond the Thanksgiving Day Parade and 4th of July Fireworks. The post Macy’s Extends NBCUniversal Deal and Adds New Program appeared first on Vital Thrills.