The deal covers over 60,000 hours of IOC archive content, including action from the Paris 2024 Olympics. (Infront imagery)

A major deal between Infront and the International Olympic Committee (IOC) has been struck, through which the Switzerland-based sports agency will manage the commercialization of the IOC’s archive.

The deal, unveiled today, runs for the 2025-28 cycle and covers the hours of audiovisual content – more than 60,000 in total – which make up the IOC's archive, from the first-ever modern Olympic Games through to action from Paris 2024.

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These exploitation rights were previously held by the IMG agency.

A dedicated Infront team will now work on commercializing these assets.

The archive includes film, TV, and newsreel material, “dating back to the early 20th century.”

The tie-up adds to the overall close relationship between the IOC and Infront – the two are already partners regarding broadcast distribution rights in 22 Southeast Asian countries for the next four editions of the games (both summer and winter), and for the same package in Central Asia.

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That deal was announced in June 2023.

Jerome Parmentier, the vice president of media rights and content partnerships for IOC TV 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.”

Julien Ternisien, Infront’s senior vice president for summer and winter sports, added: “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.”

In terms of recent Infront activity, late November saw the firm become the international media rights sales partner for the lucrative World Athletics Ultimate Championship, which will debut in two years.

The IOC, meanwhile, is currently working on completing its broadcast portfolio for the 2026 Winter Olympics in Milan-Cortina, in northern Italy.

Tenders went out in early October for rights across sub-Saharan Africa and Mexico.