Six of Team USA's advertising partners are teaming up to make the first hour of NBCUniversal's coverage of the Paris Olympics opening ceremony commercial-free on Friday.

The spectacle, which will kick off the first real Summer Olympics since 2016, will be a dazzling spectacle with a light show at the Eiffel Tower and boats carrying athletes along a six-kilometre stretch of the Seine.

NBCUniversal’s live broadcast airs Friday on NBC and leading streaming service Peacock. It will include a commercial-free hour beginning at 1:30 p.m. ET, sponsored by six Team USA partners: The Coca-Cola Company, Delta, Lilly, Toyota Motor Corporation, Visa and Xfinity. (In the world of Olympic advertising and sponsorship, Team USA recruits sponsors, who in turn have spots and presence on-site, on air and online.)

According to NBCU, this will be the first time in Olympic history that the opening ceremony will be broadcast commercial-free.