Seven set to pitch for next Olympics after ‘remarkable’ Tokyo broadcast

In May 2020 there were strong rumours that Seven were considering selling its rights to the postponed Tokyo Games, now they want more.

Keegan Palmer won gold for Australia in skateboarding with the sport credited for bringing the Olympics to a younger Olympics Picture: Getty Images

Seven West Media is expected to bid for the next batch of Olympic broadcast rights in a deal that could attract a record $200 million price tag if Brisbane 2032 is included.

The Australian understands the Seven Network are looking to continue their Olympic partnership. The Summer and Winter Olympics, including Paris 2024, Milan 2026 and Los Angeles 2028 as well as Brisbane 2032 remain up for grabs.

Long-term deals are not unheard of with the broadcast rights for 2032 were sold to the US market in 2014 to NBC Universal and a year later to Grupo Globo in Brazil.

In May 2020 there were strong rumours that Seven were considering selling its rights to the postponed Tokyo Olympics. Back then the Covid crisis, coupled with Seven’s crashing share price, forced them to consider dumping the rights in an unprecedented fire sale.

Seven is said to have paid $160 million for a three-Games rights package back in 2014, starting with Rio de Janeiro in 2016, the Pyeongchang Winter Games in 2018 and Tokyo.

Insiders say the $160m package is now considered “a bargain” after the raging success of the Tokyo Olympics. Seven are understood to have also paid just over $20 million for next year’s Beijing Winter Games.

Goodwill around the Games is at a high at Seven. The Australian obtained a letter from Seven West Media boss Kerry Stokes who dubbed their Tokyo coverage “remarkable”.

“Congratulations to the entire team at Seven West Media for delivering the most remarkable broadcast in the history of sport!” Stokes wrote. “Our team of the world’s best presenters and production standards have set a new standard for our Network in the future.

“There were many doubters that the Games would not go ahead, but Japan, the International Olympic Committee and John Coates made the event a great success.”

Broadcast rights expert Colin Smith says the price for premium sports products like the Olympics will remain “bullish”.

“I don’t think the value will be lower and I think there is an upside for it as well,” Smith said. “One of the things that everyone’s been saying is that; ‘this new Covid world, there will be a drop in the value of media rights’. But go and check out the deal the NFL just did. In March this year, they doubled the value of their rights (to $110 billion). For premium sport, I think you can still be bullish for non-premium sport, I think that’s going to be much more challenging.

“I think everyone’s view before Tokyo was that the Olympics were passe and a lot of people were saying they shouldn’t even be held, which I think the Japanese would have concurred with, but now have changed their minds.

“I actually think the Tokyo Games have led to the Olympics really resurrecting itself as an attractive asset – being embraced by young people with excitement and new events like skateboarding, BMX freestyle and climbing.”

“Now how do they do it to maximise it? Because I think it’s a challenge just to maximise out of ad revenue and how do they do that with subscriptions.”

With a total audience of 3.85 million viewers nationally Tokyo’s Olympic opening ceremony has been the most most-watched TV program of 2021. More than 3.1 million people watched Rohan Browning’s 100m semi-final on August 9.

The AOC chief executive Matt Carroll said the Olympic Games remain a “compelling” package for any broadcaster.

“The AOC could not have been happier with the audience numbers,” Carroll said. “It was clear the athletes and their performances really connected with everyone back home in a profound and personal way.”

“What really came through was that personal connection with the athletes and their stories as people – not just the way they performed. That’s the authentic drama that the Olympic Games offers.”

“The added elements also came from the new sports and disciplines – surfing, skateboarding, sport climbing and freestyle BMX – with a new audience that engaged particularly through the digital channels.

“We think this is a compelling package for any broadcaster and of course an encouragement for Australians to have a go at an Olympic sport – to emulate that spirit they witnessed on their screens during the Tokyo Games.”

Athletics Australia president Mark Arbib pointed out the athletics provided some of the most watched events.

“Nine out of the top ten most watched moments in Tokyo were athletics events,” Arbib said. “It’s staggering to think that over 3 million Australians tuned in to watch Rohan Browning, Peter Bol and Liz Clay’s individual events, amongst many others. Our athletes have truly captivated the nation, they are dedicated, fierce and world class.”