Infront has secured a lucrative contract with the International Olympic Committee (IOC) covering its archived audiovisual content.
The sports marketing agency will work on the commercialisation of the IOC’s historic archive, which consists of over 60,000 hours of audiovisual content. This archive dates back to the first modern games in Athens 1896 up until Paris 2024.
Infront’s partnership with the IOC will last from 2025-28, and will complement its media rights agreement with both the summer and winter Olympics. It can be expected that this will include the next games, the Los Angeles Games in 2028.
“This agreement with Infront helps us to share the rich history of the Olympic Games with a wider audience, ensuring the legacy of our athletes is celebrated,” said Jérôme Parmentier, VP of Media Rights and Content Partnerships, IOC Television and Marketing Service.
“It reflects the deepening collaboration between the IOC and Infront, as we work together to extend the reach of the Olympic spirit globally.”
As noted above, Infront is also the media-rights holder of the Olympic broadcast rights agreements across 22 countries in Central and South-East Asia.
This agreement covers the 2026 Olympic Winter Games, the 2028 summer games in LA, the 2030 French Winter Games and 2032 Brisbane summer games. All Youth Olympic games during this period will also be included.
The company has also clinched the rights from IMG, which had held the archive content rights for the IOC for a number of years. With such a historic archive of content, the firm’s latest extension to its partnership with the IOC is a major boost to Infront’s standing as a key partner of the Olympics, one of the world’s biggest sporting spectacles.
“The Olympic Archive is a goldmine of sports history,” said Julien Ternisien, Senior Vice President Summer and Winter Sports, Infront.
“There is an unprecedented demand for content like this for use in films and documentaries and, through this collaboration with the IOC, we aim to unlock the power of these moments to inspire fans across the world.”
