Denmark’s DR and TV2 snag 2014, 2016 Olympic rights

Sportfive, the international sports marketing agency, has concluded the sale of media rights in the Nordic territories for the 2014 winter Olympics and the 2016 Olympic Games after announcing a deal in Denmark with public-service broadcasters DR and TV2. DR and TV2 will show extensive coverage of the games on free-to-air and pay-television, along with additional internet and mobile coverage of the 2014 games in Sochi and the 2016 games in Rio de Janeiro.

“I am glad that the national public-service broadcasters – DR and TV2 – will continue to show the Olympic Games in Denmark,” says Tine Bendix, DRs head of sport. “In light of the massive interest for London 2012 from Danish viewers it is important that this great celebration of sport is made available to all Danes. It is a pleasure to be so closely involved with the forthcoming Games and we will start to plan our coverage.”

Having launched an invitation to submit offers in the Nordic countries, Sportfive sealed Olympic broadcast rights agreements with TV2 Norway, the commercial broadcaster in Norway, and Modern Times Group, the Swedish broadcasting group that owns the Viasat broadcasting group and operates free-to-air commercial channels and pay-television sports channels in Sweden.

Towards the end of last year, Sportfive then announced a deal with YLE, the Finnish public-service broadcaster, for the 2014 and 2016 games.

A separate tender has been launched in Iceland.

Sportfive is selling rights in all territories in Europe, with the exception of France, Germany, Italy, Spain, Turkey and the UK, after agreeing a deal worth €250 million ($323.4 million) with the International Olympic Committee, and ending the IOC’s long-standing relationship with the EBU.

Frederik Lauesen, TV2’s sports director, adds, “It is incredible, the London Olympics were a huge success, showing that the Danes love watching the Olympics. I am therefore extremely pleased to have secured these rights, allowing us to bring Sochi 2014 and Rio 2016 to Danish viewers.”

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