The Shanghai Media Group (SMG) agreed a three-year deal with the IAAF for the TV rights for the IAAF World Athletic Series competitions from 2010 to 2013.
Under the deal, which the IAAF has said will offer not only had a strong financial component but will also ensure wide exposure and coverage, SMG will guarantee a minimum of three hours of broadcast per day of competition for the 2011 and 2013 IAAF World Championships.
IAAF President, Lamine Diack, said: "The IAAF believes that China has tremendous potential as a market for international athletics, and we are delighted with this new deal which combines massive reach, through free to air broadcasts, as well as significant financial benefits".
SMG operates 11 regional terrestrial stations across China with household penetration in excess of 800 million households. The deal was brokered by Dentsu, the marketing agency of the IAAF.
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