SportGen Summit: "Rights holders are not competing against content creators" (J. Parmentier, IOC)

"The goal is for rights holders and broadcasters to work hand in hand creatively. One of the best examples was what Snoop Dogg did during the Paris Games. Snoop Dogg was hired by NBC, which paid him to be active throughout the Paris Olympic Games. The aim was to drive audiences toward NBC. We, the IOC, worked with NBC and the platforms to facilitate his work. We are replicating that model with many different creators. I do not see us as competing against content creators. We need a triangular conversation between rights holders, platforms, and creators," Jérôme Parmentier, vice president media rights and content partnerships of IOC, said on 28 May 2026.

He spoke alongside Laurent-Eric Le Lay, director of sports of the France Télévisions group, and Sunil Patel, CEO of production company Whisper, during the conference "The future of sports broadcasting" organised at the SportGen Summit event at the Pavillon Gabriel (Paris, FRA).

"Television networks will certainly continue to need sports events in order to attract audiences, but I also strongly believe that sports events will continue…