The International Olympic Committee has reached an agreement with Infront to manage the commercialisation of the IOC’s images archive.
The deal covers more than 60,000 hours of audio-visual content from all Olympic events, from the first modern Games up until Paris 2024.
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.
The four-year agreement secured by Infront to manage the Olympic broadcast archive sales spells the end of rival IMG’s licensing of footage, a role it has held for three decades.
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, senior vice president Summer and Winter Sports, Infront, said: “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.”
Jerome Parmentier, VP, Media Rights & Content Partnerships, IOC Television & Marketing Services, IOC said: “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. It reflects the deepening collaboration between the IOC and Infront, as we work together to extend the reach of the Olympic spirit globally.”
This agreement is the latest in a series of collaborations between the IOC and Infront. It includes the exclusive 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.
