May 16, 2011 at 05:50 PM
written by

Disney To Join ESPN In Olympic Bid?

ESPN might bring in the big guns (parent company: Disney) in a bid to secure the TV rights for the 2014 and 2016 Olympic games.

In an attempt to sweeten its Olympic bid next month, ESPN is tossing around the idea of supplementing its TV rights offer with a marketing deal from its parent company. A deal being considered would make Disney a member of The Olympic Partner (TOP) program, the International Olympic Committee’s marquee sponsorship group, and grant the entertainment company licensing and intellectual property rights.

Incumbent rights-holder, GE/NBC, is expected to make the most aggressive bid to maintain TV rights when the bidding is conducted in Switzerland this June.