Its officially the first day of the London Olympic Games. We expect to be seeing a lot of Olympic-themed campaigns through these doors over the next couple of weeks – though only from 100 per cent official sponsors, of course – but Shazams partnership with NBC Sports currently looks like it could be one of the most interesting.

Viewers watching the Games from 27 July to 12 August on NBC channels, including MSNBC, NBC Sports Network, Bravo, as well as NBC itself, can use the Shazam app to access bonus content, including events schedules and results; stats, photos, and bios on athletes; and the current medal counts. Users can also download the NBC Olympics app through the service, take part in viewer polls, and, of course, share on social media via Twitter and Facebook.

“We are pleased to be working once again with Shazam,” says Rick Cordella, SVP and general manager, digital media, NBC Sports Group. “We are confident their Shazam for TV service will help us ignite even more excitement among viewers watching the Games on the networks of NBCUniversal.”