The 2024 Paris Olympics are paying off for NBCUniversal.

The media giant said Tuesday that it will set a new Olympic record for advertising revenue with its coverage of the games, topping Tokyo’s estimated $1.25 billion haul.

Notably, the company says that nearly half a billion dollars in ad revenue will come from first-time sponsors to the Games. The company also said that digital ad revenue has more than doubled compared to Tokyo, and that the total number of advertisers was more than double the 2020 Tokyo and 2016 Rio Games combined.