European Athletics renews EBU deal

13 Aug 2018

By: Sport Industry Group

European Athletics has agreed a new deal with its long-time worldwide media rights partner, the European Broadcasting Union (EBU).

The agreement will extend a relationship which began in 1981 to 2027, reflecting the continental rightsholder’s commitment to free-to-air coverage of its properties.

Major events covered by the extended contract are the Paris 2020 European Athletics Championships and the subsequent three editions of the event – including those in 2022 and 2026 which will form part of a multi-sport championships.

Other properties involved include the European Athletics Indoor Championships, European Athletics Team Championships, European Cross Country Championships as well as European Athletics U23, U20 and U18 events.

Commenting on the renewal, European Athletics president Svein Arne Hansen said: “Athletics is a hugely popular sport and it is important for its future that it continues to be showcased and promoted on the biggest platform of all, which is free-to-air television.

“We believe our long-standing and valued partnership with the EBU ensures that this will remain the case.”

Christian Milz, CEO of European Athletics, added: “Alongside the bedrock of our sport continuing to appear on the major television channels, we believe there is a huge untapped potential on social and digital channels for both traditional and new formats of athletics that we will look to develop in partnership with the EBU in order to reach new audiences.”

Stefan Kürten, EBU director of sport, also commented: “The EBU is delighted to renew this long-standing relationship with European Athletics, demonstrating our on-going commitment to the sport and enabling us to continue to offer our unrivalled network of free-to-air broadcasters and partners the very best sporting action.

“This agreement utilises the full range of EBU services and will also see the EBU and European Athletics build on innovative solutions for a greater digital presence.

“We have seen our partnership develop and grow over the years and look forward to continuing this exciting relationship to bring athletics alive for the millions of fans worldwide.”

As part of the new contract, which covers both TV and radio rights, the EBU’s Eurovision Media Services, through production subsidiary Eurovision Production Coordination, will serve as Host Broadcaster for key European Athletics events.

The events will be distributed to rights-holding broadcasters over the Eurovision Global Network.

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