 I'm Nicole Murray with your Money Now. U.S. companies are opening new stores and holding big marketing events in Paris before and during the Olympics. Betting that excitement for the summer games can help boost their sales. For example, NBCUniversal said its streaming service Peacock would raise prices of its Premium and Premium Plus plan by $2 per month, looking to cash in on its streaming rights to the Olympic Games this summer. Nike has said it was spending more on this Olympics than any previous games.