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NBC’s $4.38 billion knockout punch

There’s an old maxim in boxing. If you want to beat the champ, you have to knock him out.

That’s pretty much the way it was always going to play out when it came to the contest for the U.S. broadcast rights for the coming editions of the Olympic Games, which the International Olympic Committee on Tuesday awarded to NBC — a $4.38 billion deal that stretches through the 2014, 2016, 2018 and 2020 Games.