POSTED: June 7th 2011

IOC and NBC seal benchmark TV rights deal for US$4.38bn

The NBC Comcast delegation with President Rogge at the IOC headquarters / Image: IOC/Juilliart
The NBC Comcast delegation with President Rogge at the IOC headquarters / Image: IOC/Juilliart

LAURA WALDEN / Sports Features Communications

TAMPA/LAUSANNE, June 7: Olympic TV marketing hit an all-time high with longtime broadcaster NBC landing the broadcasting rights with the International Olympic Committee for four editions of the Games worth $4.38bn. This will cover Sochi 2014, Rio 2016, and the two editions 2018 and 2020 yet to be decided.

IOC president Dr. Jacques Rogge adds one more point to his legacy as leader of the organization securing financial security for the next decade.

Rogge said, ““We are delighted to have reached an agreement with our longstanding partner NBCU,” said IOC President Jacques Rogge.

“We received three excellent bids and would like to thank each broadcaster for their presentations.

“In the end we were most impressed with NBCU, which not only has a track record for broadcasting the Games that speaks for itself, but also has a clear and innovative vision of where it wants to take the broadcast of the Games between now and 2020. We look forward to continuing to build on our already strong relationship beginning in London next year.”

By the end of this agreement, NBC will have broadcast 17 editions of the Olympics dating back to the Tokyo Games in 1964 when they first started.

IOC lead negotiator and IOC executive board member, Richard Carrion, said, “We had an obligation to pick the best bid on behalf of the entire Olympic Movement.”

Carrion together with Dr. Jacques Rogge led the negotiations, “We assessed each bid against a thorough set of criteria and believe that the long-term nature of this agreement will not only ensure fantastic Olympic broadcast coverage in the US, but also support the long-term financial stability of the Olympic Movement as a whole. NBCU has proven its worth time and again over the years and we’re very excited to continue working with them.”

Brian Roberts, ceo of Comcast the parent company of NBC, said, "We are honoured to continue as the US Olympic broadcaster for the remainder of this decade.

“The vision for our new Comcast-NBCUniversal was to create new platforms and technologies to distribute the very best content. Every two years the Olympic Games provides iconic content for us to deliver on all platforms.

“We are proud to continue the rich heritage and long association that NBC has had with the IOC and I personally want to thank President Rogge and Richard Carrión for their long-term trust.”

Mark Lazarus, Chairman, NBC Sports Group said: “It is a great thrill to know that NBC’s unsurpassed Olympic heritage and unprecedented partnership with the IOC will continue through 2020.

"The Olympics are a significant part of NBC and the IOC again recognized NBCUniversal’s unmatched ability to promote, market, program and produce the Olympic Games. London, Sochi, Rio and the 2018 and 2020 Games will benefit from our ability to galvanize all the resources of the newly-formed NBC Sports Group to bring the Games to more homes and more platforms than ever.”

ESPN and Fox were also in the bidding for the TV rights package and submitted excellent bids. The process has been going on since the beginning of this year with all three interested parties. Each proposal was considered with the IOC delegation.

The agreement will also include broadcast rights to the Youth Olympic Games (YOG).  

Keywords · IOC · NBC · Jacques Rogge · Richard Carrion · Brian Roberts · ESPN · Fox

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