IAAF Secure Broadcast Deals in Latin America & Indian Sub-Continent

April 12, 2011

The International Association of Athletics Federations (IAAF) has announced the conclusion of important broadcasting deals for Latin America and the Indian Sub-Continent negotiated by Dentsu, clinic its exclusive commercial partner for all media rights worldwide excluding Europe and Africa.

In the Indian Sub-Continent, Dentsu has finalised an agreement covering 7 territories with Ten Sports that includes a commitment to broadcast the IAAF World Championships and World Indoor Championships, during the period 2011 to 2014.

Ten Sports is becoming a rights holder with the IAAF and Dentsu for the first time and has offered good broadcast guarantees. The broadcaster is expected to provide daily broadcasts of this summer’s IAAF World Championships in Daegu, South Korea.

In Latin America, Dentsu has extended their existing contract with TyC Sports for all events of the IAAF World Athletics Series for the period 2014 to 2016.

Under the terms, Telered Imagen SA, the company who manages TyC Sports channel, has acquired all exclusive rights in Argentina and non-exclusive delayed pay cable rights in 14 other Latin American territories, thus making additional live coverage in these 14 territories possible.

IAAF President Lamine Diack stated: “Athletics is the most universal of sports, and the package of TV rights agreements being negotiated by Dentsu successfully mirrors that reach. The guarantees which have been achieved ensure that the athletics fans of Indian Sub-Continent and Latin America will be able to enjoy our World Athletics Series events in particular the biennial IAAF World Championships which are our sport’s brightest jewel.”