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

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,

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.