Discovery's partnership with the IOC spells gold for brands

21 October 2016

A commercial broadcaster has the potential to improve on the BBC’s coverage of the Olympics, says MediaCom’s head of sport for Europe, Middle East and Africa.

The recent news that US broadcaster, Discovery has been awarded the European rights to the Olympics by the International Olympic Committee (IOC), and its subsequent announcement that it is willing to sub-license those rights is great news, not only for sports fans but also for advertisers.

As advertisers and marketers, we live in a world where every move is about reflecting the needs of the consumer. This means providing the best and most engaging viewing experience for millions of Olympic fans.

The BBC will still have an important role to play but a new broadcaster, especially a commercial one that doesn’t operate within the same constraints as the BBC, can bring a completely new and refreshed approach to the production and promotion of the Games.

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