NBCUniversal has locked in one of the biggest events on TV for the next decade.

NBCU says that it has inked a new 10-year rights deal with the retail brand Macys, a deal that will keep its Macys Thanksgiving Day Parade on NBC, Peacock and Telemundo for years to come.

The Parade, which winds its way through New York City, culminating at the flagship Macys on 34th street, features giant balloons based on classic characters, floats filled with celebrities, and musical performances from artists and Broadway casts. It is also a TV juggernaut, garnering ratings that rival only football games. Last years parade drew 31.3 million viewers, a new all-time record for the holiday tradition. The parade will celebrate its centennial in 2026.

Terms of the deal were not disclosed, but it also includes the rights to the Macys 4th of July Fireworks special, which features musical performances and fireworks above the New York City skyline, as well as a new special event program that will be announced at a later date.

Every entertainment company is furiously seeking whatever live events they can in a bid to keep viewers engaged in a deeply fragmented media environment. But a live event that can draw tens of millions of viewers is particularly rare given that fragmentation.

In the last few years, the only non-sports (or election-related) programs to crack the top 100 most-watched programs list were Thanksgiving Day Parade, the Academy Awards, and the Grammy Awards, per Nielsen.

This extension of our partnership with Macys means we can continue to deliver the memorable live holiday entertainment millions of viewers have loved for decades, said Jen Neal, executive VP of live events specials for NBCUniversal Media Group. Watching the Macys 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.

Macys is excited to grow our broadcasting and streaming deal with NBCUniversal as the appetite for our content continues to grow, adds Sharon Otterman, Macys CMO. This is a significant expansion of our long-standing relationship that will increase the visibility of Macys and all our content offerings.