beIN Sports Secures LA28 Olympic Rights Strengthening Qatar’s Olympic Position

Qatari broadcaster beIN Sports has secured exclusive media rights to the Los Angeles 2028 Olympic Games across the Middle East and North Africa, reinforcing its long-standing partnership with the International Olympic Committee and strengthening Qatar’s strategic positioning within the global Olympic movement.

The agreement, signed during the Milano Cortina 2026 Winter Olympics, grants beIN sole broadcast rights for LA28 across its linear television networks and digital platforms, including its TOD streaming service. The deal continues beIN’s role as the IOC’s principal broadcast partner in the MENA region, a relationship that has now spanned more than a decade and underlines the broadcaster’s status as a central conduit for Olympic content across 24 markets.

The rights acquisition further cements institutional links between Qatar and the IOC at a time when the country is seeking to elevate its influence within international sport governance. The agreement was formally concluded by IOC President Kirsty Coventry alongside beIN Chairman Nasser Al Khelaifi, highlighting the commercial and political significance of the partnership.

For beIN, the LA28 package strengthens a premium content portfolio that already includes coverage of major international competitions and previous Olympic Games. The broadcaster has held Olympic rights since 2015 and has invested heavily in digital distribution and regional production capabilities to expand access to global sport. LA28 is expected to be a major tentpole event for beIN’s subscriber growth and advertising strategy in the latter part of the decade.

Beyond broadcast value, the deal carries broader strategic implications for Qatar’s ambitions to host the Olympic Games. Following the successful staging of the FIFA World Cup in 2022, Qatar has continued to position itself as a viable future Olympic host, emphasising sustainability, compact venue planning and the reuse of existing infrastructure. Securing high-profile Olympic broadcast rights strengthens the country’s engagement with the Olympic ecosystem and reinforces its credibility as a long-term stakeholder in the movement.

The timing of the agreement is also notable in the context of governance developments within the Olympic structure. Last week, Qatar further enhanced its international sporting influence with the appointment of a Qatari official as the new head of the Asian Olympic Council, a move that signals growing regional leadership in Olympic affairs and strengthens Doha’s voice within continental decision-making bodies.

Together, these developments point to a coordinated strategy that combines media rights, institutional relationships and sporting diplomacy. While the broadcast deal does not constitute a formal step in Qatar’s hosting bid process, it aligns with a broader effort to deepen engagement with the IOC following the World Cup legacy and to maintain momentum toward a potential Olympic campaign.

beIN’s acquisition of LA28 rights therefore represents more than a commercial media agreement. It reflects an expanding partnership with the IOC and reinforces Qatar’s long-term vision to remain at the centre of global sport, both on the field and within its governing institutions.