IAAF Agree Broadcast Deals in Belgium, Australia and Singapore

June 23, 2011

The International Association of Athletics Federations (IAAF) have agreed new broadcast deals with media distribution partners in Belgium, and Australia and Singapore.

IEC in Sports, the company which handles IAAF’s  rights sales in Europe and Africa, has secured a deal with VRT in Belgium for coverage of the next two IAAF World Championships, hosted in Daegu and Moscow. IEC has now finalised deals in nearly 30 European territories, with all but one contract being via free-to-air television, plus all sub-Saharan territories.

Dentsu, which handles ITTF TV sales in territories outside Europe and Africa, has reached a deal with Singapore pay-TV operator StarHub for the IAAF World Athletics Series from 2011-13. Dentsu has also agreed a contract with Australian public broadcaster SBS for coverage of the 2011 World Athletics Championships in Daegu and this year’s World Youth Championships in Lille, France.

IAAF president Lamine Diack said: “I am delighted to see that in Dentsu and IEC in Sports, that the IAAF have two strong, efficient and knowledgeable media partners who are ensuring that the coverage of the IAAF World Athletics Series, including our crown jewel the biennial IAAF World Championships, is viewed by the greatest possible global audience.”