IOC selects Infront to replace IMG
The IOC has reached an agreement with Infront, which sees the global sports marketing agency take over the management and commercialisation of the IOC’s images archive.
In a deal that runs from 2025 to 2028, the collaborations will see a dedicated in-house Infront team work on the commercialisation of the archive which features more than 60,000 hours of audiovisual content from all Olympic events, from the first modern Games up to Paris 2024.
Infront replaces rival IMG as the licensee for the footage from the Olympic Television Archive Bureau (OTAB), bringing a 30-year relationship to an end. OTAB has been based at IMG’s offices in Chiswick, London.
Jérôme Parmentier,VP, Media Rights and Content Partnerships, IOC Television and Marketing Services, 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.”
“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.”
Julien Ternisien, Senior Vice President Summer and Winter Sports, Infront
Infront is also the media rights-holder for the exclusive Olympic 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, as well as for the Youth Olympic Games during the period.
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