The International Olympic Committee has reached an agreement with Infront to manage the commercialisation of its images archive.
The collaboration will run from 2025 to 2028, and will see a dedicated in-house Infront team work on the commercialisation of the historic archive. This features more than 60,000 hours of audiovisual content from all Olympic events, from the first modern Games up to Paris 2024.
“This agreement with Infront helps us to share the rich history of the Olympic Games with a wider audience, ensuring the legacy of our athletes is celebrated,” commented Jérôme Parmentier, vp media rights and content partnerships, IOC Television and Marketing Services. “It reflects the deepening collaboration between the IOC and Infront, as we work together to extend the reach of the Olympic spirit globally.”
The Olympic archive spans over a century of unparalleled sporting moments, with film, television and newsreel material dating back to the early 20th century. Infront will leverage this resource to help bring new stories to life.
Julien Ternisien, svp Summer and Winter Sports, Infront, added: “The Olympic Archive is a goldmine of sports history. There is an unprecedented demand for content like this for use in films and documentaries and, through this collaboration with the IOC, we aim to unlock the power of these moments to inspire fans across the world.”
Infront is also the media rights-holder for the exclusive Olympic broadcast rights agreements in 22 countries across Central and South East Asia for the Milano Cortina 2026 Olympic Winter Games, LA 2028 Olympic Games, French Alps 2030 Olympic Winter Games and Brisbane 2032 Olympic Games, as well as for the Youth Olympic Games during the period.
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