Facebook (Nasdaq: FB), the No. 1 social networking site, and NBC will announce deal to collaborate on Olympics coverage, starting July 27, the New York Times reported.

The deal will be strictly a partnership, with neither party investing in the other, but more of a social conversation that will surround the Olympics, said Gary Zenkel, president of NBC Olympics.

NBC is part of Comcast (Nasdaq: CMCSA), the No.  1 cable network, which acquired the NBCUniversal unit of General Electric (NYSE: GE). The Philadelphia-based company will get an Olympics page on Facebook, while the website's 901 million members will be encouraged to use it during Olympics broadcasts. They will also participate in on-air polls.

The Times said NBCUniversal may announce a similar deal with Twitter.

Shares of Facebook, of Menlo Park, Calif., rose 11 cents to $31.54 in pre-market trading. Comcast shares were unchanged at $31.35.