Seven won't just broadcast the Olympics, but has locked down marketing rights around the Australian Olympic Team under a deal struck between both parties.
The Seven Network currently holds the rights to broadcast the Olympic Games through to 2020, with an option to extend through to the 2024 Olympic Games.
As part of the deal, Seven holds the broadcast rights “across all forms of delivery platforms”, effectively future-proofing its coverage of the event.
Seven, however, will now hold marketing rights for the Australian team, effectively integrating itself with the Olympic movement as not just the broadcaster, but a key marketer.
The multi-year partnership will cover teams competing in the 2016, and 2020 summer games, the 2018 winter games, and the 2016, 2018 and 2020 youth games.
Seven will provide increased promotion of the team, and support the Australian Olympic Committee's education program.
In return, Seven will have marketing rights across its television, magazines, newspaper, and online publishing arms through until the end of 2020.
Chief revenue officer for Seven West Kurt Burnette said the deal would allow Seven to tell the stories of the athletes in the team on Seven platforms.
“The Olympic Games deliver unmatched audiences and are in the social consciousness of all Australians during and leading up to every Olympics,” Burnette said.
“The reason is not only success, but the fact that great content involves great storytelling, and the athletes and their achievements are some of greatest stories to be told.”
The Australian Olympic Committee told AdNews that the marketing deal would not prohibit athletes giving interviews with rival networks.
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