IOC Sweetens '16, '18 Games Offering To Lure Nine Network Back To Table

The IOC "is turning its sights to the Australian market and will look to entice Nine Entertainment Co. back to the negotiating table after the network pulled out of the race this year," according to Darren Davidson of THE AUSTRALIAN. After failing to generate high enough bids at the start of the year, the IOC "repackaged the Australian rights and is offering one deal encompassing" the 2016 Rio de Janeiro Games in addition to the 2018 PyeongChang Winter Games in South Korea. Nine "incurred a big loss on the London Olympics due to a persistently weak ad market." Nine is said "to be reluctant to the idea, but willing to listen." Ten "recently acquired the rights for the Sochi Games in Russia in February and is said to be interested." Kerry Stokes's Seven West Media "is considered the front-runner after being disappointed at losing London 2012 to Nine" (THE AUSTRALIAN, 8/2).