Mediacorp seals rare early Olympic rights deal in Singapore for 2020-22
By Jonathan Rest
Mediacorp, the free-to-air broadcaster in Singapore, has acquired exclusive multi-platform rights in the country to the Tokyo 2020 and Beijing 2022 winter Olympic Games, in a deal with Dentsu, the Japan-based advertising giant heavily involved in sport.
The agreement, announced today, marks Dentsu's first rights deal for the games in the 22 territories in which it is distributing the rights, and also covers the Lausanne 2020 winter and Dakar 2022 summer Youth Olympic Games.
Conversely, Mediacorp only landed rights to the Rio 2016 Olympics by striking a deal with Dentsu on the day of the opening ceremony, while the agency agreed another 11th-hour deal in Singapore for the PyeongChang 2018 winter games, with subscription broadcaster Eleven Sports.
Mediacorp will deliver multi-platform coverage live, delayed and via catch up, on television, digitally, over radio, on outdoor displays and on social media from both Tokyo 2020 and Beijing 2022.
Joseph Schooling (pictured), who won gold in the 100-metre butterfly at Rio 2016 - Singapore's first Olympics gold medal - will once again be the country's main draw in Tokyo.
Irene Lim, chief customer officer, Mediacorp, who worked on closing the rights agreement with Dentsu, said: “Our agreement with Dentsu and IOC is a win for sports fans and indeed everyone in Singapore. Singaporeans will be able to experience the Olympic Games on Mediacorp’s broad range of platforms, anywhere, anytime. We will also work with partners to make the Olympic Games as widely available as possible on more platforms.”
Mediacorp had been scheduled to show only three daily highlights programmes from Rio 2016, along with live coverage of the opening and closing ceremonies, but eventually upgraded its rights package after increasing its bid significantly.
Dentsu holds Olympic Games rights until Paris 2024 in an agreement with the International Olympic Committee that also covers: Afghanistan, Brunei, Cambodia, Chinese Taipei, East Timor, Hong Kong, Indonesia, Iran, Kazakhstan, Kyrgyzstan, Laos, Malaysia, Mongolia, Myanmar, Papua New Guinea, Philippines, Tajikistan, Thailand, Turkmenistan, Uzbekistan and Vietnam.
Last week, the IOC struck a direct deal in the Indian subcontinent with Sony Pictures Network for Tokyo 2020.