NBC has won the rights to four Olympic Games through 2020 in a deal valued at nearly $4.4 billion.

In the bidding war, Comcast's NBC Universal beat out Disney's ESPN/ABC and News Corp.'s Fox Sports for the rights to the 2014 Winter Olympics in Sochi, Russia, the 2016 Summer Games in Rio de Janeiro, Brazil and the 2018 and 2020 Games, whose host cities have not been selected yet.

In a break with predecessor Dick Ebersol, new NBC Sports chief Mark Lazarus promises to show all events live rather than saving the best for tape-delayed coverage in prime time, USA Today reported.