New broadcast partner for IOC

February 26, 2009

Broadcasting & Media, Commercial


The International Olympic Committee (IOC) has awarded the European broadcast rights for both the 2014 (Sochi, Russia) and 2016 (as yet undecided) Winter Olympics to Sportsfive, a sports marketing agency in a deal thought to be worth about $316-million.

Sportfive was granted rights for all media platforms (including free and subscription television, Internet and mobile phones) across 40 countries in Europe. The agreement does not however include broadcast rights for Italy and Turkey (where the IOC already has deals with Sky Italia and Fox Turkey) or for France, Germany, Italy, Spain and Britain as the IOC will negotiate directly with these countries. Once all these figures are added together, the IOC is hopeful of achieving a 30% increase on its current $850-million deal with the European Broadcast Union (EBU) for the 2010 and 2012 rights.

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About Kris

Associate Professor in Sports Law, Staffordshire University; British Gymnastics Senior Coach

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One Comment on “New broadcast partner for IOC”

  1. Kris Says:

    Ok breaking sports law joke, couldn’t resist:

    Setanta has just won the rights to broadcast the World Origami Championships…

    …unfortunately it’s only available on paper view


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