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IOC In Talks With Several TOP Sponsors About Olympic Channel Ad Packages

The IOC is selling advertising packages to its current worldwide sponsors to fund the startup Olympic Channel. No deals are finalized, but the IOC is in advanced discussions with several brands, said IOC Managing Dir of TV & Marketing Services Timo Lumme. Execs hope to sell up to six “founding partner” packages to the 12 TOP sponsors. Terms were not disclosed. Sixty percent of the inventory will be reserved for the founding partners, Lumme said. Along with standard digital ad assets, the packages include the opportunity to create long-form advertorial features that blend branding with Olympic stories. The channel is key to the IOC’s goal of driving the price of its sponsorships higher by adding marketing assets with a longer shelf life than the Games themselves. By '20, nine current worldwide rights deals are up for renewal. Most were signed for between $100-120M per quadrennial. However, the IOC in '14 reset the price closer to $200M, while Toyota last year doubled that with a deal reportedly worth $835M for eight years. Sources said some TOP partners are skeptical about the added value of the channel in the short term, and think it should be included in their existing deals. Lumme said it likely would be included in umbrella TOP sponsorship deals after '20.

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