Macy’s Signs 10-Year Deal With NBC for Annual Thanksgiving Day Parade. Here Are the Details

The Macy’s Thanksgiving Day Parade will continue airing for another 10 years on NBC. The retailer recently announced that it had signed a deal to secure its future on the network. Let’s look at what we know about this deal.

The Macy’s Thanksgiving Day Parade Will Still Air on NBC

In a press release, the company announced it had signed a new rights deal with NBCUniversal. In addition to airing the annual Thanksgiving Day Parade for the next 10 years, NBC, Peacock, and Telemundo will also be airing the annual 4th of July Fireworks show.

The 10-year pact will include broadcast and streaming rights to both holiday events, a Macy’s Parade-eve special, and a new special program to be announced later.

Macy’s, which has a track record of producing amazing cultural experiences, organizes these outstanding events and invites artistry, craftsmanship, and world-renowned musicians to the mainstage with must-see musical acts. This expanded connection will highlight the best in entertainment, allowing it to grow and resonate with people around the world.

“Macy’s is excited to grow our broadcasting and streaming deal with NBCUniversal as the appetite for our content continues to grow,” said Sharon Otterman, chief marketing officer, in a statement accompanying the press release. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”

“This extension of our partnership with Macy’s means we can continue to deliver the memorable live holiday entertainment millions of viewers have loved for decades,” said Jen Neal, executive vice president of Live Events & Specials, NBCUniversal Media Group. “Watching the Macy’s specials on NBC and Peacock has become such a cherished tradition for so many families, and we take that responsibility very seriously in making sure they have the absolute best experience every year.”

Despite Recent Floundering, the Retail Giant Says Its ‘Bold New Chapter’ Plans Are Working

Despite its recent floundering, with more than 66 stores recently closing across 22 states, the company’s executives seem optimistic about Macy’s future.

During the 2025 NRF Big Show in New York City, three executives from the retailer took the stage to discuss the future of the company.

Tony Spring (CEO and chairman), Olivier Bron (CEO of Bloomingdale’s), and Maly Bernstein (CEO of Bluemercury) discussed a variety of topics, including the success of the company’s “Bold New Chapter” plans and the nature of retail shopping as a therapeutic experience for many customers.

“A Bold New Chapter was our opportunity to reimagine the Macy’s portfolio, which does include Macy’s, Bloomingdale’s, and Bluemercury. For the Macy’s brand, it’s strengthening the Macy’s nameplate. It was listening to 60,000 customers that we talked to who were both active and inactive,” Spring said.

As a result, Spring reported that the First 50 project stores saw three consecutive quarters of strong growth.

The moderator then asked Bloomingdale’s CEO Bron how the premium arm of Macy’s was doing and what areas he thought could be improved.

“We can always do better. I think in line with the Bold New Chapter strategy for Macy’s Inc., we have our Dream Big strategy for Bloomingdale’s, and the question is how hard — and how far — we can push the boundary, where can we push the Bloomingdale’s brand forward?” Bron asked, posing the question before turning to answer.

“That’s what we’re working on right now. I think we can do a little bit more in terms of customer experience and brand experience. We can do better. We can keep improving the service in the stores. This is what we’re doing, and we have to push the repositioning of the brand from aspirational to luxury,” he concluded.