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The International Olympic Committee (IOC) has confirmed a new Australian broadcast partnership with commercial network Nine for exclusive audiovisual and non-exclusive audio rights to every Olympic Games from 2024 to 2032.
Contract:
- Nine to broadcast the next five Games via its streaming, linear television, audio and digital platforms
- Full coverage of the Olympics will also be delivered across Nine’s suite of print and online publishing platforms
- 9Now and Stan platforms to carry extensive streaming coverage
- Deal worth north of AUS$300 million (US$209 million), according to the Sydney Morning Herald (SMH)
- Paralympics rights, which are sold separately, are yet to be awarded
Context:
The Nine deal sees the Olympics switch from long-time Australian broadcaster Seven, which reportedly bid between AUS$230 million and AUS$250 million (US$161 million and US$175 million). Neither network was prepared to pay the AUS$400 million (US$279 million) that the IOC was said to be looking for.
Despite large audiences, the Olympics are usually a loss-making event for Australian networks. According to the SMH, the Tokyo 2020 Games saw Seven lose AUS$50 million (US$34.9 million) with production costs hitting around AUS$150 million (US$105 million).
Comment:
Mike Sneesby, Nine chief executive, said: “This partnership with the IOC is an important part of Nine’s strategy as we continue to define Australian broadcast and streaming television.
“These rights complement our recently renewed partnerships with the NRL and Tennis Australia at a time when live sport continues to demonstrate its ability to drive strong growth in streaming audiences and strength in free-to-air TV consumption.”
Coming next:
Over the next decade, Nine’s sports division will assemble its broadcast and production teams to deliver thousands of hours of Olympic content. The network has around 18 months to put in place plans for Paris 2024, the first Summer Games included in the contract.
