Sportfive Award Second Scandinavian Olympic Rights to MTG in Sweden
June 20, 2011
Having become the first ever agency to acquire the rights to the Olympic Games from the International Olympic Committee (IOC), ed Sportfive has announced that it has sub-licensed the media rights to Sochi 2014 and Rio 2016 for Sweden to MTG.
The deal is the second agreement reached by the agency for the two editions of the Games post London 2012 after agreeing a similar package in fellow Scandinavian nation Norway with TV2.
The deal comprises the media rights to all events at the 2014 Olympic Winter Games and 2016 Olympic Games across a range of broadcast media, including free-to-air TV, pay TV, the internet, mobile and radio.
Under the terms of the deal, MTG must ensure a vast number of hours of coverage on free-to-air TV, including events of national interest, enabling fans in Sweden to continue to enjoy access to the Olympic Games on a free basis.
MTG, a leading broadcaster in Sweden and one of the most important media companies in Scandinavia and Europe, operates several TV channels – both free and pay – and a selection of other media services. The broadcaster has a strong track record of broadcasting premium sports events and has committed to providing vast coverage of the Olympic Games across a wide range of media platforms.
Hans-Holger Albrecht, President and CEO of MTG, commented: “It is a major milestone for us as a Group to secure the rights to broadcast coverage of the original and most popular sports event in the world. MTG is the leading sports content distributor in Sweden and we produce, broadcast and provide commentary on over 5,000 sports transmissions each year. This acquisition reflects our strategic focus on securing premium sports content and making it available to viewers across all of our channels and platforms.”
Commenting on the agreement, Vincent Tong Cuong, CEO of SPORTFIVE International, said: “We are delighted to broker this deal in Sweden, and are confident that MTG will provide excellent and extensive coverage for fans throughout Sweden. SPORTFIVE is relishing the privilege of having acquired such prestigious media rights from the International Olympic Committee. We can confirm that the sales process is progressing smoothly and anticipate encouraging and prosperous results.”