The commercialization of the IOC’s historical archive: from the first Games to Paris 2024
SportsIn
January 17, 2025

The International Olympic Committee (IOC) has announced a partnership with Infront, a leading sports marketing company, to work on the commercialization of its historical archive. This agreement, which will run from 2025 to 2028, will include a dedicated team from Infront that will focus exclusively on the management and distribution of more than 60,000 hours of audiovisual content. The archive covers all modern Olympic events, from the first Games to those held in Paris 2024.

According to the IOC, this collaboration seeks to share the rich history of the Olympic Games with a wider audience, ensuring that the legacy of the athletes is celebrated globally. “This agreement reflects the increasingly close collaboration between the IOC and Infront as we work together to expand the reach of the Olympic spirit,” said Jérôme Parmentier, IOC vice president of media rights and content partnerships.

THE VALUE OF THE OLYMPIC ARCHIVE

The Olympic archive comprises more than a century of unique sporting moments, with film, television and newsreel footage dating back to the early 20th century. This resource is not only a testament to the evolution of sport, but also a tool for telling stories that inspire new generations.

Julien Ternisien, senior vice president of summer and winter sports at Infront, called the archive “a gold mine of sports history.” He also stressed that there is “unprecedented demand for this type of content for use in films and documentaries.” With this collaboration, Infront will seek to maximize the potential of these moments to inspire fans around the world.

RIGHTS IN CENTRAL AND SOUTHEAST ASIA

In addition to its role in marketing the archive, Infront also holds exclusive broadcast rights to the Olympic Games in 22 countries in Central and Southeast Asia. This includes the 2026 Milano-Cortina Winter Olympics, the 2028 Los Angeles Olympics, the 2030 French Alps Winter Games and the 2032 Brisbane Games. It will also cover the Youth Olympic Games during this period.

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