In February 2009, the International Olympic Committee (IOC) appointed Sportfive as its official media rights agent for Sochi 2014 and Rio 2016 across all distribution platforms in 40 European markets, including Azerbaijan.

Sportfive decided to award the rights to ITV in Azerbaijan after concluding the broadcaster will ensure substantial live coverage of the two events, as well as providing additional programming around them.

"This agreement with Sportfive will enable us to cover both Sochi 2014 and Rio 2016," said Ismail Omarov, the general director of ITV.

"We will use ITV's experience to ensure that the broadcasting is delivered successfully and that the programming is appreciated by our sports fans."

ITV intends to focus primarily on Rio 2016 but have stated that they are fully focused on ensuring ample transmission of Sochi 2014.

"We are delighted to sign this deal in Azerbaijan and are confident that ITV will provide live coverage and excellent programming during Sochi 2014 and Rio 2016," added Sportfive chief executive Shaila-Ann Rao.

Sportfive were appointed by the IOC as their official media rights agent for Sochi 2014 and Rio 2016 in 40 European markets after offering a guarantee of some £225 million ($348 million/€269 million) to the organisation.

However, the agreement does not include the key European markets of France, Germany, Italy, Spain, Turkey and the UK, all of who negotiated broadcast deals directly with the IOC.

The IOC has already raised well over £400 million ($618 million/€479 million) from these markets alone for the 2014 and 2016 Games even though the rights in the UK have yet to be agreed.

The deal for ITV is also put them in pole position to secure the rights in Azerbaijan for the Pyeongchang 2018 Winter Games and 2020 Summer Games

The 2020 Games could prove far more interesting to the broadcaster as the Azerbaijani capital city Baku are currently bidding to host the event.

Baku are up against five other bidders with Doha, Istanbul, Madrid, Rome and Tokyo are the applicant cities for the Games.

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