AOC and News Corp sign five year partnership to bring the games and advertisers to Aussies

News Corp will be able to sell Olympic games sponsorship packages in the same manner as TV networks have traditionally sold the games, after signing a partnership deal with the Australian Olympic Committee for the first time since the Sydney games  in 2000.

The five year agreement covers the games in Rio next year, the 2018 Winter Games in South Korea and the 2020 games in Tokyo.

Damien Eales, John Coates and Peter Blunden

Damien Eales, John Coates and Peter Blunden: sign deal for News to sell TV style Olympic deals 

The multi-year deal will see news offer multi-platform advertising packages to sponsors in the 10 week lead up to the games next year.

News Corp national sales director Sharb Farjami told Mumbrella that the nature of the partnership would allow News Corp to operate in a space that had been traditionally owned by the TV networks.

“Traditionally sponsorships and partnerships aren’t sold by a publisher in print, digital, mobile, whatever – that’s the hunting ground of the TV networks – so it’s been quite nice to be able to have those discussions with those partners with packages that are a bit different to what we’ve discussed historically,” Farjami said.

He also said the games in Rio would be perfectly timed for News audiences in the mornings.

“For us we are quite lucky, we have got very flexible platforms and a huge amount of our contnent now is consumed by mobile – well over 65 per cent to 70 per cent of out digital traffic is mobile traffic,” Farjami said.

“Really, it’s ideal timing between 8am and 12pm.”

“In terms of how the brands engage in that we have an opportunity to be very bespoke and specific so all of our platforms have the ability to deliver native content either on or off network.”

News has already been in market for a couple of weeks talking to potential sponsors and has spoken with most of the AOC’s existing partners about sponsorship opportunities.

In terms of content and they way it would be used by News to support partnerships, he said the company was not locked in to any specific approach.

John Coates, president of the AOC, said partnership would enhance the Australian experience of the Olympics.

Simon Canning


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