Athletics
Infront lands first batch of Diamond League international deals
Almost five years on from being named as the future seller of Diamond League rights internationally, Infront has struck a mixture of free-to-air and pay-TV deals from 2025.
EOC president slams World Athletics’ Olympic prize money move as ‘discriminatory’
World Athletics’ plans to award prize money for gold medalists at the Olympic Games have been described as “discriminatory” by Spyros Capralos, president of the European Olympic Committees.
New $10m athletics event gives hosts commercial ‘skin in the game’
The new World Athletics Ultimate Championship, a biennial event that currently sits outside the federation’s existing rights agreements, will give organisers “more skin in the game” in terms of inventory, according to the body’s president Sebastian Coe.
Zeekr ramps up European hires alongside Diamond League deal
Chinese electric car brand Zeekr is looking to fill major marketing and brand positions in Europe as it backs an awareness drive that includes sponsorship of the Diamond League
Two Circles continues US push with role in Johnson’s new track league
Two Circles, the data-driven sports marketing and sponsorship sales agency, has been unveiled as a key strategic partner in the new fan-focused track league created by four-time United States Olympic champion Michael Johnson.
Adidas ‘eyeing up’ battle with Puma for Jamaica athletics kit supply deal
Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
Coe: Olympic prize money is ‘the right thing to do’
World Athletics has taken the unprecedented step of ringfencing a share of its Olympic revenues to reward gold medal winners at the Games
London targeted for 2029 World Athletics Championships bid
UK Sport and UK Athletics are drawing up a plan to bid for the 2029 World Athletics Championships, with London being eyed as the host city.
MMS, PC Plus Group to sell World Athletics rights in sub-Saharan Africa
The Marketing & Media Solutions agency and PC Plus Group have secured media rights in sub-Saharan Africa for all World Athletics Series events from 2024 to 2029 in a deal with Eurovision Sport.
Morinaga makes six Japanese sponsors for Tokyo World Athletics Championships
World Athletics has named the nutritional supplements and snacks company Morinaga as the sixth Japanese sponsor of the World Athletics Championships to be held in Tokyo in 2025.
Coe: World Athletics holding talks with global investment funds
Investment conversations that continue to be held by World Athletics are with global players and are being sparked by ongoing revamps to the sport to maintain its audience engagement, according to Sebastian…
Beijing lands 2027 World Athletics Championships as Rome bid pulled
The World Athletics Council has selected Beijing to host the 2027 World Athletics Championships
UK Athletics secures vital FTA exposure with latest short-term BBC deal
UK Athletics has agreed a domestic media rights deal with public-service broadcaster the BBC for its 2024 major events series, providing much-needed exposure for the governing body as it seeks new investment from sponsors.
Dentsu adds another Japanese sponsor to World Athletics roster in Sony
World Athletics today announced electronics giant Sony as a new sponsor on a three-year term, the latest in a string of Japanese brands supporting the governing body.
Funding pledge firms up Birmingham as 2026 European Championships host
Concerns have been eased over Birmingham’s status as host city for the 2026 European Athletics Championships following a funding pledge from the West Midlands Combined Authority (WMCA).
UK Athletics lays bare commercial struggles with £3.7m loss
The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…
Ziggo locks in Diamond League rights in Netherlands to 2029
Pay-television broadcaster Ziggo Sport has announced it is to remain the home of World Athletics' top-tier Diamond League and associated series in the Netherlands for the remainder of the decade.
World Athletics appoints Budapest 2023 chief to ‘dial up’ competition innovation
World Athletics has today (Monday) appointed Marton Gyulai as its director of competition and events, fresh off the back of the official helping to deliver a widely acclaimed 2023 World Athletics Championships in Budapest.