TIM has signed a deal with Discovery Communications to offer content from the Olympic Games to subscribers.

Discovery is the exclusive TV and multimedia rights holder for the Olympic Games in 50 countries between 2018 and 2024.

The US-based company, which owns Eurosport amongst a host of other brands, launched an Official Mobile Broadcaster product at this year’s Mobile World Congress.

This promised an operator-branded 24/7 channel to showcase the games, exclusive on-demand content and co-branding with the Olympic Rings.

TIM is the first operator to sign up to a deal, which covers the Winter Olympics in PyeongChang in 2018 and the Summer Olympics in Tokyo in 2020.

Financial details of the deal were not disclosed.

The Italy-based operator promised to offer the new services to its mobile and broadband customers.

As part of the deal, the subscription and on-demand Eurosport Player service will be made available on TIM’s TV service.

Alongside coverage of the Olympics, this brings the likes of cycling’s Grand Tours and Grand Slam tennis to TIM’s subscribers.

The first year will be offered free of charge, the operator said.

TIM, which declined to comment on the Discovery deal, saw sales in Italy rise 2.6 percent to €3.4 billion in the first three months of the year.

CCS Insight analyst Paolo Pescatore described the deal as “a significant partnership for both companies”.

He said: “For telcos like TIM, it represents an undeniable opportunity to differentiate its offerings in content.

“This latest agreement will offer TIM plentiful opportunities to attract new subscribers.”

He added: “We believe that this partnership will lead to a frenzy among European telcos to secure a similar exclusive agreement.

“Furthermore, it reiterates our belief that it is an exciting time to be a content and media owner.

“More and more people are watching video on mobile devices and we firmly believe that the next Olympic Games will break all usage records from those watching and accessing content on their smartphones, tablets and other connected devices like VR.”

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