Swiss sports marketing company, Infront Sports & Media, has reached an agreement with the International Olympic Committee (IOC) to manage the commercialisation of over 60,000 hours of the IOC’s archived audiovisual content dating from Athens 1896 through to last summer’s Paris 2024 Olympic Games.
Infront secured a lucrative four-year contract with the IOC running from 2025 until the end of 2028 thus also covering the Los Angeles 2028 Olympic Games. The collaboration will see a dedicated in-house Infront team work on over 100 years of Olympic moments in the IOC archive consisting of over a century of film, TV, and newsreel material stretching back to the first modern Games, according to an official Olympics.com release.
“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,” said the Vice President of Media Rights & Content Partnerships at the IOC, Jérôme Parmentier. “It reflects the deepening collaboration between the IOC and Infront, as we work together to extend the reach of the Olympic spirit globally.”
Infront is currently the exclusive media rights-holder for Olympic broadcast rights agreements in 22 countries across Central and Southeast Asia for upcoming summer and winter games including the Milano Cortina 2026 Winter Games, Los Angeles 2028 Summer Games, French Alps 2030 Winter Games and Brisbane 2032 Summer Games. It is also the media rights holder for the Youth Olympic Games in 2026, 2028 and 2030.
“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,” said Infront’s Senior Vice President of Summer and Winter Sports, Julien Ternisien.
An Infront news release announcing the agreement called the Olympic Archive a “treasure trove” of “unparalleled value for filmmakers, documentarians, and fans” while promising to leverage the resources “to bring new stories to life”.
Last year, Infront also secured a partnership with the International Ski and Snowboard Federation (FIS) to act as the exclusive agency for all FIS World Cup events except for those held in Austria.
