IOC moves into influencer broadcast space with CazéTV deal

(Ryan Pierse/Getty Images)
(Ryan Pierse/Getty Images)

The International Olympic Committee has taken a significant step in embracing digital influencers’ coverage of major events by agreeing a deal with the LiveMode agency to ensure live Paris 2024 coverage in Brazil on CazéTV.

The channel of Brazilian influencer Casimiro, a joint venture with LiveMode, will stream 500 hours of live action from next year’s Olympics. The agreement supplements existing linear free-to-air, pay-television and digital coverage on Globo.

In opting to strike a deal with LiveMode, the IOC has made its first major move into the influencer space.

During last year’s winter Olympics, the IOC offered a stream on Twitch of Olympic artistic gymnast Nile Wilson and Captain Puffy playing the official Beijing 2022 game and chatting. The stream, available in most markets globally, attracted 720,000 live views.

For LiveMode and CazéTV, the deal builds on its live streaming of the 2023 Pan American Games, the German Bundesliga and Fifa events including the men’s and women’s World Cups. The traction gained by CazéTV’s coverage of the Fifa tournaments on Twitch and YouTube will have been key in shaping the IOC’s strategy in Brazil as it seeks to engage a younger demographic across the board.

CazéTV also became an official partner of the Brazilian Olympic Committee (COB) earlier this year. The agreement involves support of Team Brazil at the Pan American Games and Paris 2024.

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