04 October 2012 | Posted in Broadcast , Olympics , Europe | By Tom Love

Sportfive, the sports marketing agency that holds the rights to the 2014 and 2016 Olympic Games in 40 European territories, has announced that broadcasters DR and TV2 Denmark have been awarded the Danish media rights for the next two editions of the Olympic Games.

Under terms of the agreement, DR and TV2, both of whom are longstanding partner of the International Olympic Committee (IOC), will provide extensive coverage of Sochi 2014 and Rio 2016 on free-to-air and pay television channels.

Additionally, the new media rights agreement includes coverage of the Games on the internet and mobile devices.

Financial terms of the Danish broadcasters' acquisition were not released.          

• Olympic deal with Sportfive confirmed at more than US$300 million
• MTG secure Swedish Olympic broadcast rights

"I am glad that the national public service broadcasters - DR and TV2 – will continue to show the Olympic Games in Denmark," said DR head of sport Tine Bendix. "In light of the massive interest for London 2012 from Danish viewers it is important that this great celebration of sport is made available to all Danes. It is a pleasure to be so closely involved with the forthcoming Games and we will start to plan our coverage.”

TV2 sports director Frederik Lauesen added, "It is incredible, the London Olympics were a huge success, showing that the Danes love watching the Olympics. I am therefore extremely pleased to have secured these rights, allowing us to bring Sochi 2014 and Rio 2016 to Danish viewers."

Sportfive international chief executive Shaila-Ann Rao said, "With the Olympic Games representing one of the most important sports events in the history of sport, we are delighted to sign deals with broadcasters who have substantial and significant previous experience of broadcasting action from the Games. We are confident that they will deliver excellent live coverage and programming, inspired by the success of the fantastic Olympic Games which Danish fans enjoyed so much this summer.”

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