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World Athletics and EBU renew rights deal until 2029 – SportsPro – SportsPro Media

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The European Broadcasting Union (EBU), a broad coalition of 115 free-to-air media companies, and World Athletics have announced an extension to their long-running media rights partnership for all the events in the global governing body’s top-tier series.
The renewed agreement, which covers the flagship biennial World Athletics Championships and World Athletics Indoor Championships, incorporates new developments in digital broadcast technology and a commitment to athlete storytelling.
The existing contract between World Athletics and the EBU, together with ESPN, began in 2018 and runs until 2023.
The expanded new broadcast partnership starts in 2024 and runs until 2029, covering European and African rights on all existing and non-existing platforms, via all distribution modes, as well as non-exclusive radio rights.
Ahead of the confirmation of the extended deal, 29 EBU members have already confirmed they will air World Athletics events over the six-year span of the contract.
The new agreement also includes a provision for the creation of a athletics documentary series and a commitment from the EBU to offer ‘innovative coverage opportunities’ for World Athletics via its members digital operations.
The EBU has also said it will work alongside World Athletics in order to enhance the governing body’s commercial opportunities for the World Championships. World Athletics will also be provided with commercial airtime across more than 20 broadcasters to support its own campaigns.
World Athletics president Sebastian Coe said: “We have had a long and fruitful partnership with the EBU and I’m delighted that this has been extended in an enhanced agreement that we believe will be game-changing for our sport.
“This is good news for our athletes and our fans as it will create more opportunities for everyone who loves our sport to watch it regularly, and more easily, and for new fans to fall in love with its undeniable magic. The EBU is ideally placed to help us to grow over the six years of this agreement.”
Noel Curran, the EBU’s director general, added: “The EBU will be World Athletics’ partner in implementing its strategic plan for the growth, inspiration and leadership of the sport.
“In the wake of the Covid-19 pandemic, and with a packed, top-class athletics calendar ahead, this is an exciting, once-in-a-lifetime opportunity that we believe only public service media are in a position to help develop and exploit fully, across all possible platforms.”
The deal with World Athletics was announced as Eurovision Sport, the EBU division that manages the organisation’s sports media rights, agreed a multi-year deal with Blackbird to use the video solutions specialist’s cloud native video production workflow tools.
Eurovision Sport is deploying Blackbird’s cloud native editing tools for its members to take advantage of within their media supply chains.


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