The IOC selected Sky together with its free-to-air channel, Prime, on their capacity to reach the broadest possible audience on a variety of broadcast platforms, including free-to-air television, subscription television and digital media, and their commitment to promoting the Olympic Games and the values of the Olympic Movement.

IOC president Jacques Rogge said, “We are delighted to be working with Sky who came to us with a complete package that will allow not only increased coverage of the Olympic Games, but also the promotion of Olympic sports and Olympic values beyond the 16 days of competition.”

IOC executive board member Richard Carrión, who led the negotiations, said, “The IOC and Sky are delighted to announce a new partnership beginning in 2010. Sky’s ability to deliver content across a variety of media platforms, including free-to-air television, subscription television and digital media, will be invaluable in allowing sports fans unrivalled coverage of the Olympic Games in New Zealand.”

Sky CEO John Fellet says, “We are pleased to be awarded the Olympic Games broadcast rights for 2010 and 2012, and we look forward to beginning a new and successful relationship with the IOC. We are confident that New Zealanders will be extremely well served by the widest-ever offering of Olympic coverage across a variety of media platforms.”