The International Olympic Committee (IOC) has officially opened the bidding process for media rights across the Indian subcontinent for the next four editions of the Olympic Games, marking a major opportunity for broadcasters in one of the world’s most dynamic and high-growth media markets.
What’s Included in the Tender
The tender encompasses broadcast and digital rights for:
- 2026 Winter Olympics (Milan-Cortina, Italy)
- 2028 Summer Olympics (Los Angeles, USA)
Additionally, the bidding process includes optional rights to:
- 2030 Winter Olympics (French Alps, pending host confirmation)
- 2032 Summer Olympics (Brisbane, Australia)
The scope of coverage includes India, Bangladesh, Bhutan, Nepal, Pakistan, Sri Lanka, and the Maldives. Rights are offered in three separate packages:
- Multiplatform (TV + Digital)
- Linear TV only
- Digital-only
Interested parties must request a confidentiality agreement via mediasales@olympic.org to receive tender documentation. The deadline for submitting bids is August 13, 2025.
Strategic Context: Cricket’s Olympic Return and India’s Rising Influence
This rights cycle carries outsized strategic value given India’s expanding sporting economy, its tech-savvy viewer base, and most notably, the return of cricket to the Olympic Games in Los Angeles 2028 for the first time since 1900.
Cricket’s inclusion is expected to massively increase Indian viewership, creating a rare convergence of national passion and Olympic programming. The IOC is anticipated to target a significantly higher media rights valuation for the region compared to the previous cycle, where Viacom18 reportedly paid $31 million for the Paris 2024 broadcast package.
Meanwhile, India’s ambition to host the 2036 Summer Olympics—with Ahmedabad positioned as the lead candidate—adds a further layer of relevance to the IOC’s current market engagement.
Olympic Rights as a Strategic Media Investment
As competition for live sports intensifies across OTT, broadcast, and mobile platforms, securing Olympic rights can provide unparalleled reach and credibility in sports entertainment.
For broadcasters and digital platforms in the Indian subcontinent, this tender offers:
- A chance to leverage Olympic content year-round, particularly with India’s growing presence in athletics, badminton, and wrestling.
- A platform to experiment with cross-platform storytelling around Olympic athletes and sports beyond cricket.
- An early position to build cricket + Olympic integration campaigns ahead of LA 2028.
It’s also an opportunity for emerging players to challenge incumbents by owning multi-Games inventory, particularly on digital or hybrid platforms where youth engagement is highest.
