Sportfive has announced the sale of the Swedish broadcasting rights for the 2014 Winter and 2016 Summer Olympic games to the Modern Times Group (MTG). Coverage will be available on free-to-air television as well as pay television, mobile phone and the internet. MTG are however, required to show a ‘vast number of hours’ on free-to-air television including events of national interest. The company will broadcast a minimum of 100 hours of the Sochi games and a minimum of 200 hours of the Rio games on their various channels.
President and CEO of MTG, Hans-Holger Albrecht, commented: “It is a major milestone for us as a Group to secure the rights to broadcast coverage of the original and most popular sports event in the world. MTG is the leading sports content distributor in Sweden and we produce, broadcast and provide commentary on over 5,000 sports transmissions each year. This acquisition reflects our strategic focus on securing premium sports content and making it available to viewers across all of our channels and platforms.”
Whilst Vincent Tong Cuong, CEO of Sportfive International, said: “We are delighted to broker this deal in Sweden, and are confident that MTG will provide excellent and extensive coverage for fans throughout Sweden."
The deal will also include the right to show Olympic themed programming and archive footage of previous games. MTG have further acquired non-exclusive rights to Radio coverage of the games.
MTG are one of Europe’s leading broadcasting companies, operating 66 channels across 33 countries.
Sportfive acquired the media rights to both games from the International Olympic Committee (IOC) for 40 European territories in a groundbreaking deal. It is the first time that a company has purchased and sub-licensed the rights to an Olympic games.