The deal was brokered by Lagardère Sports-owned media rights agency IEC in Sports. Late last year IEC agreed a deal with the IAAF to distribute the European and African media rights for World Athletics Series events for the period 2010 to 2013.
“Our goal is always to offer a balanced commercial result for our client and this is yet another example of being given the creative freedom to do just that,” said Jonas Persson, CEO of IEC in Sports.
“We are delighted to have forged a new partnership with Direct 8 and look forward to seeing the results of this new agreement during the exciting IAAF Indoor World Championships from Doha.”
Under the terms of the agreement, Direct 8 will show both weekend final sessions live, with an additional round-up highlights show.
