Lagardère Sports

Lagardère Sports Acquires Media Rights For Athletics World Cup 2018

By Shantanu Srivastav | April 4, 2018

Lagardère Sports has announced an exclusive worldwide agreement to represent the media rights for The Athletics World Cup.

The deal will see the agency distribute media rights globally (excluding UK and Ireland) in 2018.

The event will showcase eight nations competing under one roof on 14th and 15th July. With an innovative new format, the Athletics World Cup will feature all field and track events up to and including the 1500m, with just one man and one woman from each nation selected in each discipline, in a straight final.

The competition will also see a nation versus nation format where individual athletes will collect points for their home nations – the team with the most points will then be crowned the World Cup winners. Lagardère Sports will use their global network and knowledge of innovative broadcasting techniques to ensure all the action reaches viewers at home, straight from the stadium.

David White, President Media, Lagardère Sports said: “The news about the launch of the Athletics World Cup is sure to delight both existing and new athletics fans across the world. Viewers will be keen to see their favourite athletes compete in a new event, and as a market leader in media rights we’re excited to work with Athletics World Cup Ltd to help them build the global visibility of the tournament.

“Through our expertise and knowledge of both traditional and modern broadcasting platforms, we can bring these fans closer to all the action taking place on the track and field, whilst creating maximum value.”

Niels de Vos, CEO, UK Athletics said: “We’re delighted to appoint Lagardère Sports to this crucial role ensuring the Athletics World Cup reaches the biggest possible global broadcast audience. We’ve already had huge international interest in the event and we are delighted that Lagardère Sports can offer us great experience in this area.”


Lagardère Sports