“Before games are awarded the people at Eurosport and its sub-licence holders would be saying, ‘Wouldn’t it be great if they were in a European time zone’ and NBC would be saying, ‘Wouldn’t it be great if they were in an American time zone,”’ Roger Mosey, a former director of sport at the BBC, who was responsible for its London 2012 coverage.
American Rescue
A Paris victory followed by a U.S. games is likely to suit the beleaguered IOC best. It would mean negotiations for the next set of European television rights could take place before 2024 and ahead of 2028 in the U.S., said Crow, the consultant.
With a television contract that dwarfs all the others, and home to six of the 13 Olympic sponsors, the U.S. market is the engine that drives the movement. Those sponsorship deals are usually long term, and run through 2020. A 2028 games in Los Angeles would likely convince those companies, which include Coca-Cola Co. and McDonald’s Corp., to sign up for another decade.
What’s more, NBC is already paying $7.7 billion to screen the next three winter and summer games in the U.S. through 2032. An NBC Sports spokesperson said by email that the Olympics produce large viewing figures regardless of where they are hosted, though a domestic games would be appealing.
Los Angeles would also be a safe bet for the IOC whether for 2024 or 2028. After games bankrupted Montreal in 1976, very few takers came forward to host the event, before the California city revamped the model and in 1984 made the first Olympic profit in five decades.
"The IOC needs to move forward in rebooting the confidence in hosting because of all the problems it’s had in attracting bidders," said Michael Payne, the IOC’s former marketing head, and an advocate of the Los Angeles bid. “If Eurosport are anxious to lock this up before the IOC’s decision that presumably means people are thinking the race is still very open.”
This article was provided by Bloomberg News.