Wanda Becomes Diamond League Title Sponsor
By Community | September 26, 2019
Chinese multinational conglomerate Wanda Group will become the title partner of the IAAF’s Diamond League for ten years from 2020.
Wanda’s subsidiary Infront will distribute the international media rights to the elite track and field series for five seasons starting in 2025.
The new partnership also includes a 10-year international media rights agreement for a second international tour, a series of one-day meetings around the world due to be launched by the IAAF in 2020 as an upgrade of the current World Challenge series.
It marks the first time Infront will represent athletics on the international stage and expands the company’s role in the sport following the marketing rigts parthership with the Italian Atheltics Federation (FIDAL) in July 2018.
IMG has represented the Diamond League rights since 2010.
Infront President and CEO Philippe Blatter said: “With the exciting reforms presented by the IAAF, we are thrilled to play a major role in the future of athletics. The Diamond League is an exceptional platform for athletes to showcase their talent and we are confident our expertise in content delivery will match the Diamond League’s prestige and secure the global exposure it deserves. Additionally, we are delighted to partner with IAAF around the newly created international tour which will provide additional exposure and awareness for the sport.”
IAAF President Sebastian Coe said: “The IAAF and Diamond League are embarking on a new chapter in their history and I am delighted to welcome Infront on board. The organisation’s experience and passion in delivering top-quality events to a global audience is something the sport will benefit from. We look forward to working with them over the next 10 years.”