IOC: "It makes sense to include creators in distribution and broadcasting strategies" (J. Parmentier)

"Today, creators are part of the media landscape. They have authority, they have an audience, and it is the industry's role to engage with everyone. We cannot limit ourselves to a traditional audience. Some people consume media through creators. It therefore makes perfect sense to include them in distribution and broadcasting strategies," Jérôme Parmentier, vice president media rights and content partnerships at the International Olympic Committee, told News Tank on 28 May 2026.

Content creators are becoming increasingly integrated into the sports media landscape. For example, streamer Zack Nani broadcasts the Roshn Saudi League (2025-2027) as well as matches involving the France U21 national team (2025-2027) on his Twitch channel in France. Meanwhile, content creator CazéTV is a broadcasting partner of the IOC in Brazil for the Olympic Games. Some broadcasters also incorporate creators into their coverage strategies, as illustrated by the M6 Group’s collaboration with Michou during the 2026 FIFA World Cup, an initiative that can sometimes attract criticism.

"I think it is perfectly…