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IEC in Sports becomes the exclusive media partner of the International Athletics Federation in Europe and Africa for the next four years


Archives Lagardère Sports and Entertainment

Paris, October 8, 2009

IEC in Sports, a subsidiary of the Lagardère Sports group, has announced that it has been awarded the media rights for international athletics competitions of the World Athletic Series* in Europe and Africa for the 2010-2013 period.

Following an international invitation to tender launched on 12 August 2009 concerning the marketing of media rights in Europe and Africa to the world athletics championships which it organizes, the International Association of Athletics Federations (IAAF) awarded the contract to IEC in Sports, a subsidiary of the Lagardère Sports group.

This agreement makes IEC in Sports the exclusive media partner of the IAAF in Europe and Africa for the four next years for all competitions of the World Athletics Series (WAS).

Among other events, the WAS includes two upcoming outdoor world athletics championships, which will build on the tremendous success of the 2009 World Championships that were held in Berlin. This prestigious competition will be hosted by the city of Daegu in South Korea in 2011 and by Moscow in 2013.

Lagardère Sports CEO Olivier Guiguet commented as follows: “Lagardère Sports is very excited about this agreement that marks the start of a global partnership with athletics federations worldwide. This accord, in keeping with its long-term partnership strategy with rights holders, follows the agreement signed by our subsidiary Sportfive with the CIO concerning media rights to the 2014 and 2016 Olympic Games. The International Athletics Federation’s decision to select IEC in Sports to manage its European and African rights is a sign of its strong confidence in the professionalism of IEC in Sports, which is particularly well qualified to assist the IAAF in optimizing the value of its rights. “

Lagardère Sports contact:

Corporate Communications:
Laetitia Fossorier - Tel: +33 (0)1 40 69 67 18 -

Press contact:

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Grégoire Lucas / Anne-France Malrieu - Tel: +33 (0)1 53 70 74 70 - /

* The World Athletic Series includes the World Indoor Championships, World Cross Championships, Race Walking Cup, World Junior Championships, World Cup In Athletics, World Half Marathon Championships, World Youth Championships and the World Athletics Championships.

About IEC in Sports:
IEC in Sports, based in Stockholm, which is a wholly owned subsidiary of the Lagardère Sports group, has offices in Lausanne, Dubai, Hong Kong and Sydney. IEC in Sports manages over 300 events annually and has wide experience in the field of media rights sales, distribution and production. IEC in Sports also has substantial experience in the management and promotion of athletics events, supported by proven expertise in the management of sports rights at international level.

About Lagardère Sports:
Lagardère Sports, one of four business segments of the Lagardère group, specializes in the sports economy. Founded in 2006 following the acquisition of Sportfive, Lagardère Sports has developed its activities by combining organic growth with targeted acquisitions. The group currently has over 1,000 employees worldwide, and is active in three main areas:

  • Media: the production and management of sports broadcasting rights for television and other, "new media" platforms
  • Marketing: sponsorship, hospitality activities and stadium consulting
  • Events organization: ownership and management of sporting events.

In 2008, Lagardère Sports generated sales of over €450 million.

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