The International Association of Athletic Federations (IAAF) has extended its television rights deal for the IAAF World Athletic Series for three-years from 2010 to 2013 with existing pay-television broadcasters Globosat and Sky Network, which cover Brazil and New Zealand respectively.
IAAF President, Lamine Diack, said: “One of the main priorities of the IAAF Athletics’ World Plan is to ensure the best possible TV coverage, all over the world, as a way to motivate and encourage a new generation of athletes and fans.”
Globosat and Sky Network are the dominant pay broadcasters in their respective markets - Sky Network reaches 45 per cent of homes and Globosat-owned SporTV has over 17 million potential viewers. The deal was brokered by the IAAF’s marketing agency Dentsu.
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