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Report: Nine wins Olympic rights until Brisbane 2032

Nine reportedly offered more than $300 million, outbidding Seven for Olympic rights.

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Nine has reportedly won the next wave of Olympic Games through to Brisbane 2032.

The Sydney Morning Herald reports Nine reportedly offered more than $300 million for the next three summer games and the winter events, outbidding Seven, which sources said was between $230 and $250 million.

Seven was informed late on Friday that it was the unsuccessful bidder, (ouch, Merry Christmas) although both offers are below the $400 million the IOC sought.

Next Summer Games are Paris 2024, Los Angeles 2028 and Brisbane 2032.

Nine last held Olympic rights from 2010 to 2014, which included London 2012.

The new IOC deal does not include the Paralympics, which is sold in a separate rights package.

While the Games are loss-making for broadcasters, they are huge promotional platforms. Seven told staff on Friday evening that it had pulled out of the race because the economics of a deal did not stack up.

Seven and Nine declined to comment.

The deal comes at a crucial time with Cricket Australia rights under discussion, and now not expected before Christmas.

19 Responses

  1. I for one welcome this news. $10 per month for Stan’s ad free (and possibly 4K) coverage of every event is something that puts 7plus 720p ad invested coverage to shame. Even if Stan do up the price for Olympics it’ll still be good value for money.

    And given the money that Nine paid, you’d be pretty sure that they’ll have two FTA streams like Seven have had for the recent games.

  2. I’d be openly expecting that Nine’s Paris plans will be extremely rushed.

    Australia has already missed the first big broadcaster planning meeting for the 2024 Olympics with OBS (held between July 26-31 2022), and will likely be pushing hard to shape a plan in time for the second meeting mid-next year (whose results will be at the heart of ’24 upfronts for Nine).

    However, for 2028/2032, Nine will be on the ground floor concerning broadcast planning, especially Brisbane ’32: where they can work together alongside OBS to shape coverage and potentially gain prime space in the Brisbane IBC.

    It’d be interesting though, if Nine as a company also announces itself as a early sponsorship partner for Brisbane ’32 in the near future.

    1. … dunno about “prime space in the Brisbane IBC” … the IBC has been shrinking for years because of technology as OBS does more packaging and more broadcasters do less on-site and more from home … COVID has massively accelerated that, even the giant NBC did almost everything for Tokyo back home in Stamford and it’s unlikely to change for Paris and LA because it saved them so much money while making virtually zero difference to the final product that went to air, so by the time Brisbane rolls around the IBC will be more like an IPAD …

  4. A lot of over-active imaginations here. Nobody knows any of the plans for the broadcasting of the 3 future Olympic games, apart from 9 having the rights. You can’t even judge that what was done in 2012 will be repeated. Most of the production these days is outsourced to organizations that have expertise in major events. Personally, I think a change of network is a good thing.

    1. … production of the Olympics is conducted by the Madrid-based Olympic Broadcasting Services, so it doesn’t really matter, other than commentators (and many of them will work for the broadcaster who has the rights irrespective), who has the rights, the coverage of the actual events will be 95% the same as everywhere else in the world …

  5. It’s the Olympics .. as long as it gets broadcast I’m okay with whoever providing they do justice to the events. I’ve no doubt our “esteemed current premier” will make sure because she has got a lot riding on it.

  6. Seven chose not to put in a competitive bid, only hedging in case Nine were bluffing about offering a last minute $300+m bid. For Tokyo Seven spent an additional $150m in production costs and lost $50m. The main thing the @l^p!cs does is do disrupt your FTA competitors for a fortnight. What that will be worth in 2032 is anyone’s guess, hence the IOC’s problems.

  7. I was hoping for Seven to keep the Olympics, but it looks like a lot of it will be behind a paywall (or even worse, Foxtel). If you look at Rio and Tokyo, Seven utilised its secondary channels to broadcast different events (similar to what 10 did with Sochi using One – now 10 BOLD – as a twenty-four hour Olympics channel). And now, if you want to watch Badminton or Table Tennis (which I would love to see on television), you need to pay. And speaking of Sochi, wasn’t it on 10 and not Nine?

  8. In Rio 2016, they had the Olympics on 7 app, however people will have to pay to watch the coverage. Five years later, Olympics are streamed via its 7+ app for free.
    Channel 9 have a chockful of sports including Tennis, NRL, Rugby Union, Ashes in UK, the UCI Cycling and the swimming and now the Olympics. If 9 have the Olympics, they will do a deal with Stan Sport. Most of the sports will be put behind a paywall, they will still beam its 9 channels on its 9now app.

  9. So presumably (an assumption on my part) this means nine is out of the cricket; if 300m is accurate, that is a lot of money even with Stan broadcasting some. With ten not wanting to share with Foxtel, and Foxtel desperate to keep summer eyeballs, odds back in favour for seven to share test cricket, and perhaps ODI, with Foxtel and fox has all the BBl. I thought seven did a really good job with the last winter and summer games and the Comm games. It took a few goes to get the plumbing working on 7+.

  10. 7+ was fantastic for free with Tokyo and Commonwealth games. This is a disaster. I fully expect 9 to push most stuff to Stan Sports just like they do it for Wimbledon and French/US Open.

    Also this is the end of their cricket hopes? They can’t have tennis, cricket and the Olympics – surely they don’t have that much money.

  12. Relative to other sports, Olympics seem like a bargain. Especially including a local event far into the future with high inflation.

    I think the IOC have wasted their leverage they had. The market is clearly not competitive at the moment but things could change in the next 10 years. 7 seems to go thru big waves of spending spree then cutting to the bone. What’s the rush to make a deal now?

  13. Very sad news in regards to Seven losing the next round of rights. Seven just know how to do the Olympics properly. A pretty low ball figure in the bidding war likely shows Seven couldn’t have been to interested in the rights.
    The London 2012 snippet show that was the Olympics coverage on Nine still haunts me.
    Brisbane 2032 will deliver without a doubt ratings gold and a strong platform for Nine. One things for sure, in 2032 Still the One will be Nine.

    1. I’ll say a fair bit may be behind a pay wall for Paris and LAX and the Winter games due to the time zone difference but they’ll show Live events from 6pm on Multi channels and 9now and Stan ,the 2032 will be on the main channels of 9 as it’s our Games so to speak.

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