The 1936 Summer Olympics in Berlin were the first Games to be broadcast on television, though only to local audiences.[116] The 1956 Winter Olympics in Italy were the first internationally televised Olympic Games,[117] and the broadcasting rights for the following Winter Games in California were sold for the first time to specialised television broadcasting networks—CBS paid US$394,000 for the American rights.[118][112] In the following decades, the Olympics became one of the ideological fronts of the Cold War, and the International Olympic Committee wanted to take advantage of this heightened interest via the broadcast medium.[118] The sale of broadcast rights enabled the IOC to increase the exposure of the Olympic Games, thereby generating more interest, which in turn enhanced the appeal of TV air time to the advertisers. This cycle allowed the IOC to charge ever-increasing fees for those rights.[118] For example, CBS paid US$375 million for the American broadcast rights for the 1998 Nagano Games,[119] while NBC spent US$3.5 billion for the American rights to air every Olympic Games from 2000 to 2012.[112] In 2011, NBC agreed to a $4.38 billion contract with the IOC to broadcast the Olympics through the 2020 Games, the most expensive television rights deal in Olympic history.[120] NBC then agreed to a $7.75 billion contract extension on 7 May 2014, to air the Olympics through the 2032 Games.[121] NBC also acquired the American television rights to the Youth Olympic Games, beginning in 2014,[122] and the Paralympic Games.[123] More than half of the Olympic Committee's global sponsors are American companies,[124] and NBC is one of the major sources of revenue for the IOC.[124]