IOC discusses Olympic TV channel with global sponsors
LAUSANNE, Switzerland (AP) — Leaders of the world’s top-tier Olympic sponsors have been briefed on the IOC’s future strategy, including the launch of a digital Olympic television channel.
International Olympic Committee President Thomas Bach convened a summit Tuesday of the worldwide sponsors that make up the TOP program. Companies such as McDonald’s and Coca-Cola pay up to $100 million each for exclusive four-year deals.
The meeting reviewed the Olympic Agenda 2022 resolutions passed by the IOC last month, including changes to the bidding process and sports program, and creation of a TV channel to promote Olympic sports in the years between games.
Yiannis Exarchos, head of Olympic Broadcasting Services, says the IOC believes the channel “will offer opportunities to engage with people, especially young people, all around the world, every day of the year.”