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IEC in Sports signs its first agreements with european television channels for rights to the 2010-2013 world athletics series


Archives Lagardère Sports and Entertainment

Paris, January 29, 2010

Early this week, IEC in Sports signed its first agreements with two major Swedish channels and announced several more agreements with television channels in Portugal, Greece and Finland for coverage of the 2010-2013 World Athletics Series*.

IEC in Sports, a Lagardère Sports subsidiary, announced the signing of several agreements with European television channels for rights to the 2010-2013 World Athletics Series*, including the 2011 World Championships in Daegu, South Korea, and the 2013 World Championships in Moscow.

Last October, the International Association of Athletics Federations (IAAF) selected IEC in Sports to manage media rights in Europe and Africa for World Athletics Series events over the next four years.

IEC in Sports signed its first agreements with Sweden’s two largest television channels, TV4 and SVT, followed by Greece’s ERT, Finland’s YLE and Portugal’s RETP, all members of the European Broadcasting Union (EBU). According to contract terms, the five television channels will cover the IAAF World Athletics Series from 2010 to 2013.

Commenting on the agreement, IAAF president Lamine Diack stated, “These recent agreements with over-the-air channels that have already worked with the IAAF prove that it is still possible to maximize revenue without compromising our reach and ratings. I commend IEC in Sports for their hard work and believe that we can look forward to more good news in future.”

According to Lagardère Sports CEO Olivier Guiguet, “These initial agreements are very encouraging, as they demonstrate growing interest in this type of competition among European audiences and media, as well as illustrating IEC’s expertise in marketing and developing value from media rights, proving that an agency with a bold approach can generate very positive results over the long term for a major sports federation like the IAAF.”

Lagardère Sports contact:

Communications division Laurence Dupré - Tel.: +33 (0)1 40 69 67 85 -

Press contacts:

Image 7 Grégoire Lucas/Anne-France Malrieu - Tel.: +33 (0)1 53 70 74 70  - /

About IEC in Sports:
Based in Stockholm, IEC in Sports is a wholly owned Lagardère Sports subsidiary with offices in Lausanne, Dubai, Hong Kong and Sydney. IEC in Sports manages over 300 events annually and has broad experience in media-rights sales, distribution and production, plus substantial know-how in managing and promoting athletics events and proven expertise in managing sports rights internationally.

About Lagardère Sports:
One of four Lagardère business segments, Lagardère Sports specializes in the sports economy. Founded in 2006 following the acquisition of Sportfive, Lagardère Sports has developed its activities through a combination of growth and targeted acquisitions. The company currently has over 1,000 employees worldwide and is active in three main areas:

  • Media: production, management of sports broadcasting rights and new media.
  • Marketing: sponsorship, hospitality and stadium consulting.
  • Events organization: ownership and management of sporting events.

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

*The World Athletics Series (WAS) 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 World Athletics Championships.

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