Infront successfully secured Olympic Winter Games coverage in the entire Sub-Saharan Africa region in a first distribution attempt sealing media rights agreements with 30 free-to-air national networks and TV5 Monde Africa.
Connecting the African TV audience to the biggest universal sports event
Winter sport is still a new area for most African broadcasters. The goal of exclusively handling the entire distribution of media rights for the Olympic Winter Games in the Sub-Saharan region was to extend the reach of the Olympic Games and mark a significant step in universality of the Olympic Movement. The negotiations carried out by Infront included all television and radio rights, alongside internet and mobile rights for a live/delayed signal and highlights from all competitions as well as full coverage of the opening and closing ceremonies.
Significant success proves the magnitude of the Olympic Movement
In a collaborative approach, led by Infront and supported with operations by the French-based sports event and television agency TV Media Sport (TVMS), Sochi 2014 coverage was achieved in 43 countries and territories in the region. African broadcasters demonstrated a significant interest for tailor-made broadcast coverage of the Olympic Games irrespective of the sporting tradition of the country - the event coverage held huge impact with local audiences.
- Interest in future Olympic events was boosted as a result of successful media distribution
- Overall, the Sochi 2014 programming was made available on national TV in 30 countries
- Sports fans across the entire Sub-Saharan Africa region followed the story of Sochi 2014
- Broadcasters independently drove awareness through promotions and programming