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News Corp. Australia Announces Partnership With Australian Olympic Committee

News Corp. Australia and the Australian Olympic Committee "announced an official partnership encompassing the next three Olympic Games," according to Jake Mitchell of THE AUSTRALIAN. The deal "runs for five years and includes the Rio de Janeiro summer Games next year," the Winter Olympics in PyeongChang, South Korea, in '18 and the summer Games in Tokyo in '20. It means all News Corp. metropolitan and regional news mastheads "will carry the official Olympic rings during the Games, while the company will also be able to offer its advertising clients branded Olympic coverage." Premium sport "has never been more important to media companies." In a digital era where consumers have access to myriad offerings, "sport has been the only content guaranteed to attract mass audiences" (THE AUSTRALIAN, 11/28). The partnership represents a return to the Olympic family for News Corp. following its sponsorship of the Sydney 2000 Torch Relay. News Corp. will be activating the partnership through its national newspapers, digital channels and social media. The initial focus for News Corp. will be its digital coverage of the Rio 2016 Games from Brazil. The Games start on Aug. 5, however News Corp. has committed to a 10-week countdown (Rio 2016).

HUGE OPPORTUNITY
: AD NEWS' Sarah Homewood reported News Corp. "achieved the sports tie-up trifecta," with the publisher inking a five-year deal with the AOC. News Corp. National Head of Sales Sharb Farjami explained that for brands, the Olympics "is a huge opportunity, but it's also a huge challenge." He said that where possible, "the publisher hopes to build bespoke solutions for advertisers around the games to ensure they are able to generate cut through." He said, "In some ways I’d be disappointed if somebody just bought a standard ad package. For advertisers working with someone like News Corp. who has constant contact with our audience base if we can't be more bespoke and if we can't be more adaptive about the way we deliver our advertiser's messages, we're probably not doing our job." Farjami explained that the challenges around the Olympic games usually consist of time zones, consumer behavior and technology, however he believes that "by partnering with the publisher, brands will be able to navigate these pitfalls" (AD NEWS, 11/27).

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