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18 Feb 2009
IOC News , TV Rights and New Media , Press Release

IOC agrees European broadcast rights contract for 2014 and 2016 Olympic Games

The International Olympic Committee (IOC) today announced its agreement with SPORTFIVE International Sàrl (SPORTFIVE) for the Olympic broadcast rights for the XXII Olympic Winter Games (2014) in Sochi, Russia, and the Games of the XXXI Olympiad (2016).

SPORTFIVE has acquired the rights across all media platforms, including free-to-air television, subscription television, internet and mobile phone, across 40 countries in Europe (excluding France, Germany, Italy, Spain, Turkey and the United Kingdom).

The IOC selected SPORTFIVE on its capacity to market the Olympic broadcast rights and its passion and commitment for the Olympic Games and the Olympic values.

SPORTFIVE will now seek broadcast partners on all platforms within the territories in which it has acquired rights, with the obligation to the IOC to ensure that the broadest possible audience has access to broadcast of the Olympic Games, including a commitment in each country of at least 200 hours of free-to-air television coverage for the Summer Olympic Games and 100 hours for the Olympic Winter Games.

IOC President Jacques Rogge said: “This agreement marks an exciting new era in the broadcasting of the Olympic Games. The IOC is committed to ensuring that as many people as possible have access to the best possible Olympic broadcast experience. We look forward to working with SPORTFIVE to make this a possibility across Europe. I would also like to thank our current partner, the European Broadcasting Union, for its hard work and dedication to the Olympic Movement over many years and we look forward to continuing our partnership for the Vancouver 2010 and London 2012 Olympic Games.”

IOC Vice-President Thomas Bach, who led the negotiations, commented: “The IOC is delighted to announce its partnership with SPORTFIVE. This agreement will ensure that Olympic fans across Europe have as much choice as possible in how they follow the Olympic Games across a variety of platforms. The agreement will also generate significant revenues, which will be distributed throughout the Olympic Movement, including to the International Sports Federations, the National Olympic Committees and the Organising Committees for the Olympic Games, to help stage the Olympic Games and ensure the development of sport across the world. I would like to thank all the organisations that participated in the tender for their hard work and their continued interest in the Olympic Movement.”

Richard Worth, CEO of SPORTFIVE Group, said “We at SPORTFIVE are honoured and delighted to have been appointed as the IOC partner for European TV rights for the 2014 and 2016 Olympic Games. We have already been working together with the IOC for a number of months to reach this point, and have been positively encouraged by the excellent spirit of partnership and co-operation which has developed. Our determination is to fully uphold the Olympic ideals throughout our relationship with the IOC and to establish a broadcaster network of the highest quality and commitment. We are also extremely fortunate to have received the full support of Groupe Lagardère and Lagardère Sports in this process, and it is a significant step forwards for all concerned in maintaining the reputation of SPORTFIVE as Europe’s leading sports marketing organisation.”

In addition to the agreement with SPORTFIVE, the IOC has already reached agreements with SKY Italia in Italy and FOX Turkey in Turkey for the 2014 – 2016 period. With respect to the remaining countries (France, Germany, Spain and the United Kingdom), the IOC will commence direct negotiations with broadcasters and media groups in due course. Any agreement in these countries will also include a commitment of at least 200 hours of free-to-air television coverage for the Summer Olympic Games and 100 hours for the Olympic Winter Games.

The agreement with SPORTFIVE includes the Russian Federation, host of the Sochi 2014 Olympic Winter Games.
The host city of the 2016 Olympic Games will be announced at the 121st IOC Session, to take place in Copenhagen, Denmark, in October 2009.
The agreement is a result of the tender process for the sale of the broadcast and exhibition rights for all territories within Europe for the XXII Olympic Winter Games (2014) in Sochi, Russia, and the Games of the XXXI Olympiad (2016), which was launched on 8 May 2008. For further information, please see the press releases related to the tender:
For further information on the 2014-2016 broadcast rights within Italy, go to:

For further information on the 2014-2016 broadcast rights within Turkey, go to:
About the IOC
The International Olympic Committee (IOC), created in 1894, is a non-governmental organisation with volunteer members who represent its work around the world, and an administrative staff based in Lausanne, Switzerland. The IOC and its 205 National Olympic Committees worldwide promote the Olympic Movement, whose vision is to contribute to building a peaceful and better world by educating youth through sport. In addition to selecting the host city and coordinating the staging of the Olympic Games, the IOC and NOCs collaborate with a range of organisations and their members in the public and private sectors to place sport at the service of society. The main goal is to promote the values of Olympism, which include excellence, respect and friendship.
SPORTFIVE, the world’s no.1 football agency and one of the largest sports agencies world-wide covers the entire spectrum of sports rights marketing, from the worldwide TV rights trading to stadium advertising, shirt sponsorships, stadium development and hospitality programs.
In all, the group markets more than 30 national football associations and over 250 international clubs and 10 leagues. In addition to its core business – football - SPORTFIVE also does business in international handball, rugby, tennis, rallying, triathlon, athletics and more. SPORTFIVE is a company of Lagardère Sports.
For further information, please contact the IOC Communications Department, Tel: +41 21 621 60 00, email:
To contact SPORTFIVE: 
Caroliene Götz, Vice President Corporate Communications, SPORTFIVE GmbH Co. KG
Tel: +49 40 376 77-333, email:
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