The Torch and the Screen: Navigating the Future of Olympic Coverage
For three weeks from Friday 26th, Paris will be the stage for a full schedule of competitions and sporting events at its most iconic venues, such as the Eiffel Tower Stadium, Château de Versailles, and Grand Palais. The opening ceremony, featuring dozens of boats along the Seine, promises a spectacular start. As TV crews and sports journalists brace for the most intense period of the year, executives at traditional TV networks are quietly sweating, wondering if the Olympics still hold the same appeal as they once did.
Do people still tune in to watch the Games on TV? Do they still get captivated by the opening ceremony’s display of colors, music, and vibrant flags? Do they spend summer afternoons watching diving competitions or cheering for the sprinter representing their country?
A recent report from Ampere Analysis reveals that sponsorship revenue has surged at ten times the rate of media rights revenue since the last Games, reflecting broader industry changes. The media landscape is more saturated than ever, with streaming services like Peacock exploring sports streaming. In Europe, Warner Bros. Discovery’s deal with the International Olympic Committee (IOC), which involved sub-licensing coverage to local broadcasters, is nearing its end. Traditional networks are grappling with how to engage younger viewers in the age of social media, while U.S. agents forge new partnerships in European sports broadcasting.
“The challenge with every sport now is how to attract the next generation, especially amidst a busy summer sports schedule,” Ron Chakraborty, who leads the BBC’s editorial coverage, told Deadline. The British broadcaster is preparing short, vox-pop style videos featuring well-known athletes and personalities for platforms like Instagram and TikTok. This shift towards digital engagement is crucial as competition for younger viewers intensifies, with athletes and their agents increasingly partnering with brands and social media influencers.
The media consumption landscape is evolving rapidly. The shift towards digital and social media engagement is indispensable. For agencies, the Olympics present a dual opportunity: to elevate the profiles of both athletes and media personalities. With significant investments in content creation, companies like UTA and WME are gearing up for comprehensive coverage, leveraging social media and streaming platforms. Brands have sent talent scouts to Paris to identify athletes they believe could be gold medal contenders at LA ’28.
“To achieve the global fame of icons such as Usain Bolt and Michael Johnson, athletes need to demonstrate they’re a once-in-a-generation talent or possess a personality that allows them to become part of the cultural zeitgeist,” says Mark Ervin, Partner and Olympic Sports Group Head at WME.
The goal for everyone involved is to make stars out of athletes. And the future of Olympic broadcasting is poised to shine brightly!
SOURCE: Deadline
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For three weeks from Friday 26th, Paris will be the stage for a full schedule of competitions and sporting events at its most iconic venues, such as the Eiffel Tower Stadium, Château de Versailles, and Grand Palais. The opening ceremony, featuring dozens of boats along the Seine, promises a spectacular start. As TV crews and sports journalists brace for the most intense period of the year, executives at traditional TV networks are quietly sweating, wondering if the Olympics still hold the same appeal as they once did.
Do people still tune in to watch the Games on TV? Do they still get captivated by the opening ceremony’s display of colors, music, and vibrant flags? Do they spend summer afternoons watching diving competitions or cheering for the sprinter representing their country?
A recent report from Ampere Analysis reveals that sponsorship revenue has surged at ten times the rate of media rights revenue since the last Games, reflecting broader industry changes. The media landscape is more saturated than ever, with streaming services like Peacock exploring sports streaming. In Europe, Warner Bros. Discovery’s deal with the International Olympic Committee (IOC), which involved sub-licensing coverage to local broadcasters, is nearing its end. Traditional networks are grappling with how to engage younger viewers in the age of social media, while U.S. agents forge new partnerships in European sports broadcasting.
“The challenge with every sport now is how to attract the next generation, especially amidst a busy summer sports schedule,” Ron Chakraborty, who leads the BBC’s editorial coverage, told Deadline. The British broadcaster is preparing short, vox-pop style videos featuring well-known athletes and personalities for platforms like Instagram and TikTok. This shift towards digital engagement is crucial as competition for younger viewers intensifies, with athletes and their agents increasingly partnering with brands and social media influencers.
The media consumption landscape is evolving rapidly. The shift towards digital and social media engagement is indispensable. For agencies, the Olympics present a dual opportunity: to elevate the profiles of both athletes and media personalities. With significant investments in content creation, companies like UTA and WME are gearing up for comprehensive coverage, leveraging social media and streaming platforms. Brands have sent talent scouts to Paris to identify athletes they believe could be gold medal contenders at LA ’28.
“To achieve the global fame of icons such as Usain Bolt and Michael Johnson, athletes need to demonstrate they’re a once-in-a-generation talent or possess a personality that allows them to become part of the cultural zeitgeist,” says Mark Ervin, Partner and Olympic Sports Group Head at WME.
The goal for everyone involved is to make stars out of athletes. And the future of Olympic broadcasting is poised to shine brightly!
SOURCE: Deadline
