Olympics Individual Event Broadcast Rights

Another question. Why is it that they sell the broadcast rights to the Olympics in one massive package? My question is more, why don’t they do it so they sell individual events instead? So ABC could buy gymnastics and NBC could buy swimming. I just think that would be cool. You’d get more coverage of more sports, instead of just watching the same big events all the time.

It opens up a can of worms, but I think those could be handled. I dunno, it would just be cooler I think and get more people into the Olympics.