The long-term deal also includes the 4th of July fireworks concert special, and a new event to be announced at a later date.

NBCUniversal and Macy's struck a new ten year deal that will keep the retailer's Thanksgiving Day Parade proceeding on NBC

NBCUniversal and Macy's have extended their agreement to keep the Macy’s Thanksgiving Day Parade on NBCUniversal's platforms until 2034, emphasizing the significance of live events in television. The also deal includes rights to other Macy’s events such as the Macy’s 4th of July Fireworks,

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.