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ICF signs latest major deal with Tridem Sports tie-up

The International Canoe Federation (ICF) has sealed its second major commercial deal in the space of a week after agreeing a partnership with the Tridem Sports agency.

Tridem’s fellow Swiss-based agency Broadreach Media this week struck a deal to distribute the ICF’s global media rights, with the new agreement announced today (Friday) relating to the federation’s marketing and sponsorship rights.

The ICF said the partnership will look to increase the profile and sponsorship engagement of its top-level events, including the World Cup Series and World Championships of the two Olympic-disciplines, canoe slalom and sprint.

The ICF selected Tridem Sports due to its success with other multi-discipline Olympic sports, most notably Alpine skiing and the European Athletics organisation.

Simon Toulson, ICF secretary general, said: “This is an exciting time for canoeing. With the growth in TV audiences and new markets we believe that through partnering with Tridem Sports we can capitalise on their experience with skiing in order to help us achieve our marketing and sponsorship goals over the next few years.”

Christian Pirzer, chief executive of Tridem Sports, added: “We are excited about further expanding our activities in summer sports and look forward to working with the ICF. Canoeing has a long tradition as an Olympic sport and is becoming increasingly popular with fans of an outdoor lifestyle.”