The NFL season officially starts on Thursday, and Comcast's NBCUniversal is already taking a victory lap.

NBCUniversal said the upcoming NFL season marks its highest grossing to-date when it comes to overall advertising and partnerships revenue. The company also said it's already sold out of ad spots for Super Bowl LX in February.

Live sports — especially professional football — rake in the biggest audiences and therefore the most ad dollars for traditional TV and streaming platforms. Sports were once again a main component of media companies' Upfront presentations to advertisers earlier this year.

NBCUniversal in particular began touting its upcoming sports slate earlier this year, noting the NFL and Super Bowl and the return of the NBA to NBC, as well as other major even

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