Sportfive scores with Euro Olympic rights

Germany, U.K., France, Spain, Italy not included in deal

COLOGNE, Germany -- Sportfive, the sports rights group controlled by French giant Lagardere, has signed an all-rights deal for the 2014 and 2016 Olympic games for 40 European countries.

Sportfive will now sell on the rights to local broadcasters.

The deal excludes the largest European markets (France, Germany, Italy, Spain, Turkey and the U.K.), which will negotiate deals directly with the International Olympic Committee. News Corp.-controlled Sky Italia and Fox Turkey have already done deals in their respective territories.

Sportfive’s agreement comes after the IOC broke from its long-standing deal with the European Broadcasting Union, which jointly buys sports rights for public broadcasters across the continent.