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Intel, Omega Close To Olympic Channel Sponsor Deals

The IOC-funded Olympic Channel is close to signing global Olympic partners Intel and Omega to add-on deals to sponsor the startup digital site, General Manager Mark Parkman said Thursday. If consummated, the two deals would be a significant boost to heretofore sluggish sales for the channel, launched the day after the Rio 2016 Games concluded and staked to a $450M, seven-year startup budget by the IOC. Intel did not reply to a request for comment. An Omega spokesperson said the company is developing content with the channel but declined to elaborate. When it launched in '16, the IOC said it hoped to secure six founding partners for the channel, selling among the IOC’s top-tier portfolio of global sponsors. So far, it’s only secured three, all new partners to the IOC: Bridgestone, Alibaba and Toyota. No long-term sponsors have been convinced yet. The asking price has been an additional $25M on top of their existing nine-figure deals, and several sources have said the channel’s growth has not justified the investment. The Olympic Channel claims 8 million social followers and 1.3 billion views to date. By comparison, ManU has more than 90 million followers. Parkman said the Olympic Channel is not comparing itself to established brands given its youth. Beginning in '20, the channel will be baked into the IOC’s global sponsorship deals as part of the package.

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