(Bloomberg) -- Comcast Corp. has sold about $1.2 billion in advertising for the upcoming summer Olympics and Paralympic games in Paris, a record for the event.

The opening and closing ceremonies are sold out, according to a statement from Dan Lovinger, head of Olympics sales for Comcast’s NBCUniversal, which is broadcasting the games. Over $350 million of the ad sales are coming from new sponsors. Digital ad revenue also set a record.

The parent of NBC and the Peacock streaming service said over half of the prime-time events will be devoted to women’s sports, making it attractive to advertisers wanting to reach that demographic.

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