News that Discovery has been awarded the European rights to the Olympics by the IOC, and its subsequent announcement that it is willing to sub-license those rights, is "great news, not only for sports fans but also for advertisers," according to Misha Sher of CAMPAIGN LIVE. Advertisers and marketers "live in a world where every move is about reflecting the needs of the consumer." This means "providing the best and most engaging viewing experience" for millions of Olympic fans. The BBC will still have an "important role to play but a new broadcaster, especially a commercial one that doesn’t operate within the same constraints as the BBC, can bring a completely new and refreshed approach to the production and promotion" of the Games. Discovery will be able to "build on offerings like this with more content and different platforms, making it an even better experience for fans" who are becoming more digitally savvy by the day. The benefit for sponsors is that this will "provide them with an opportunity to further integrate their brand stories through the new channels and platforms that Discovery will no doubt provide." Brands want to be at the "heart of fans’ journeys and create a truly unforgettable experience that will enhance their brand equity." The proposed collaboration between the IOC and Discovery on a dedicated Olympic channel is also "positive news," both for fans and TOP sponsors. By setting up a year-round digital TV channel, the IOC is "embracing the way in which fans are increasingly engaging with the sports they follow" (CAMPAIGN LIVE, 7/6).
