Discovery Communications Brings Ketchum On Board To Support Olympics Strategy

Discovery Communications brought in Ketchum as agency of record for its sports strategy, which revolves around Eurosport's exclusive rights for the '18-24 Olympic Games across Europe, according to Arun Sudhaman of the HOLMES REPORT. The assignment "follows a competitive review" that is also thought to have included a broader consideration of Discovery's corporate positioning in int'l markets. However, the agency hire is "focused specifically on the sports remit and will involve raising awareness of the company’s commitment to live sport and ambition to provide premium, local and exclusive access." The Olympics deal, worth €1.3B ($1.4B), will be effective for most of Europe from '18, and in France and the U.K. from '22. Eurosport has begun marketing the offering as the "Home of the Olympic Games," which will involve hundreds of hours of programming focused on the athletes' preparations for the 2018 Winter Olympics (HOLMES REPORT, 6/13).