Rogers Media announced this morning that they would not be bidding on the 2014 or 2016 Olympic Games. The decision was said to be based on careful evaluation of both financial priorities and programming implications.
Rogers Media president Keith Pelley “You evaluate every property on many different factors: how it affects scheduling, what’s the business model, does it affect your brand, how does it affect the consumer? When we put all the variables together, it led us to [conclude] ‘This really isn’t a fit for us right now.’
Pelley notes that while Olympic sponsorship are not totally out of the budget, this may not be the best time for the company. Pelley also noted that they have not ruled out the 2018 or 2020 Olympic Games.
Pelley calls the decision "Like buying something you don't need. You put that together with what we believe is a financial situation that is not positive, it made for an easy decision.”
Original Story from the Marketing Daily. Read the full story here.