After losing the rights to the U.S. Open in 2015, NBC bid aggressively to win the rights to the Open, and become a broadcaster of a golf major again. NBC also had a track record of broadcasting European sporting events successfully in the morning U.S. time with the Premier League, Formula One, and "Breakfast at Wimbledon", and was able to place early round coverage on its subsidiary Golf Channel. NBC won the rights from 2017 to 2028. ESPN also sold them the rights for 2016.