French Athletics Federation agree Altice broadcast deal

The French Athletics Federation (FFA) has signed an exclusive broadcast agreement with the Altice Group. In France, ailment SFR will commercialize the rights of its events and its national teams. After an Olympic year punctuated by a series of historic results at the Rio Games 2016 (6 medals), French athletics is kicking off the new Olympiad with a decisive advantage in its promotion and communication strategy. This agreement guarantees the Federation, its athletes and its events greater, more diversified and more responsive visibility than ever before, to its entire audience.

This partnership marks the start of a whole new adventure for French athletics alongside a fast-expanding international group, which has rapidly made a name for itself as a major protagonist in telecoms, media and sport, particularly in France. For the first time in history, French athletics is globally and exclusively linked to a major telecommunications and media partner.

The agreement reached between the FFA and SFR not only extends across all the rights of French athletics and its supply (Track, Running, French Team), but also all the broadcasting means (television, radio, Internet). Involved in telecoms and media, notably through its SFR Sport and BFM Sport channels, SFR will support the FFA through until the Tokyo Games in 2020.

This broadcast agreement is the result of a process that began last spring. The consultation launched by the Federation in late May with all those broadcasters on the French media landscape resulted in four proposals, which is testament to the media appeal of French athletics. Following an in-depth study of the tenders, the FFA opted for SFR. In addition to its ability to innovate, its dynamism and the diversity of its distribution, the French group won the Federation over through its production, editing and broadcast capabilities.

Its partnership proposal, the most attractive in terms of its distribution grid, its editorial content, its multimedia diversity and its promotional device, proved decisive.