The IOC announced earlier this week that they had awarded television and all platform video broadcast rights to Dentsu in Afghanistan, Brunei, Cambodia, Chinese Taipei, East Timor, Hong Kong, China, Indonesia, Iran, Laos, Malaysia, Mongolia, Myanmar, Papau New Guinea, Philippines, Singapore, Tailand, and Vietnam.
Dentsu, a Japanese-based corporation (though the rights purchase didn’t actually include Japan) acquired the rights to be what the IOC called the “exclusive gatekeeper for broadcast rights in the country” for both the 2014 and 2016 Olympics, and the 2014 Youth Olympics. Dentsu is not actually a broadcaster itself, but is a PR and advertising company, so they will now turn around and resell those rights to media companies in each of those countries.
This means that Dentsu now owns broadcasting rights in 22 countries in the Asian markets, which the IOC continues to treat as a huge growth area for the events.
“We are honoured to sign the agreement with the IOC for the broadcast and exhibition rights in 17 Asian territories for the Olympic Games in Sochi and Rio de Janeiro, and the 2014 Youth Olympic Games in Nanjing, China,” Dentsu Executive Officer Kiyoshi Nakamura said. “Together with the five Central Asian territories that have been awarded to Dentsu, we are committed to contributing to the development of the Olympic Movement in Asia by distributing media rights in a total of 22 Asian territories.”
Terms of the deal were not disclosed.