Nine has dislodged Seven West Media as Australia's Olympics broadcaster.
The International Olympic Committee (IOC) has awarded Nine Entertainment exclusive free and subscription audio-visual rights, and non-exclusive audio rights to the Summer and Winter Olympic Games from 2024-2032.
Nine is paying $305 million in cash, with a further $10 million in contra, compared to around $200 million by Seven when it won Olympics broadcasting rights in 2014.
Seven is understood to have walked away from negotiatioins when the bidding got too rich.
Starting with the Olympic Games Paris 2024, Nine will provide with a front row seat to the next five games, including Milan (2026), Los Angeles (2028) and the yet to be announced 2030 Winter Games, all leading up to Australia’s return to hosting an Olympic Games in Brisbane in 2032.
Mike Sneesby, CEO of Nine, 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.”
Nine’s chief sales officer, Michael Stephenson, said: “The Olympic Games is a marketing platform for brands with unrivalled scale. Over the next 10 years we have the opportunity to build long term strategic plans with our partners and sponsors to grow their brands and build their business. Everything is building towards an Aussie Olympics in Brisbane in 2032.”
“As the exclusive media network of the most iconic and prestigious sporting event on the calendar, Nine can offer our commercial partners marketing opportunities at scale in an unrivalled Total TV, Total Audio and Total Publishing environment – all delivered in an environment of stories, experiences and performances from the very best athletes and teams in the world.”
Michael Healy, Nine’s director of television, said: “From our unbeatable network of assets, to the world-class class coverage delivered by the country’s best presenters, commentators and experts, Nine is undeniably the true home of the Olympic Games.
"Across the breadth of our business, including our affiliate partners, we reach almost 98 percent of Australians, and are incredibly proud to be able to inspire a new generation of fans with a decade of Olympic Games coverage.
"Building on our leading news, sports and entertainment brands, we are committed to delivering the very best viewing experience for our audiences that culminates in the ultimate celebration on home soil in 2032.”
Nine will leverage all its platforms including 9Now, Stan, the 9Network, and talk radio stations 2GB, 3AW, 4BC and 6PR. Full coverage will also be delivered across Nine’s suite of print and online publishing platforms: The Sydney Morning Herald, The Age, Brisbane Times, WA Today, The Australian Financial Review, and nine.com.au.
IOC president, Thomas Bach, said: “Australia is a great sporting nation with a long Olympic history which will be taken to new heights with the hosting of the Olympic Games Brisbane 2032.
"Our new partnership with Nine will ensure Olympic fans across Australia have unparalleled coverage of the Olympic Games on their platform of choice.”
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