IAAF signs broadcasting agreements in Australia and Israel for Daegu 2011 Championships
Popularity of athletics is not bound to a particular state, country or territory, rather, all of its disciplines are eagerly followed across the world. This is a fact which has been once again reiterated by the recent agreements IAAF has signed with two
media groups which will now be covering the IAAF World Championships 2011 live and would be airing it in countries like Australia and Israel.
The recently concluded deals concerning territories in the mentioned countries have been signed with Dentsu (in Australia) and IEC (in Israel).
Dentsu, which is an IAAF Media Rights Agency for outside Europe and African countries, has further concluded a TV deal with SBS which, while benefiting from the TV free to air deal, will broadcast the IAAF World Championships Daegu 2011 event. With the SBS
guaranteeing a strong broadcast, this translates into the fact that viewers in Australia shall be able to have 35 hours of uninterrupted transmission. For having acquired a national reach, SBS is a public broadcaster.
After concluding the deal with SBS, Dentsu is close to achieving their broadcasting sales targets in the region. The conclusion of further agreements for the remaining territories is expected to be signed in the near future.
Contrary to Dentsu, IEC, which is an IAAF Media Rights Agency for Europe and Africa, has signed a broadcasting deal with IBA, the public broadcaster. According to the terms of the agreement, IBA, which, like SBS, has ensured strong broadcasting, will be
transmitting the entire IAAF World Athletic Series events from 2011 to 2013. This marks the fact that the deal also includes the next two editions of the IAAF World Championships, which are comprised of Daegu 2011 and Moscow 2013. Earlier, until about two
years ago, IBA has been an incumbent broadcast partner of the IAAF under the deal the IAAF had signed with the EBU.
With the conclusion of this present deal, the coverage of the Middle East region has also been completed as it complements the previous contract signed between Dentsu and Al Jazeera. Moreover, the deals have also covered European territories with an exception
for Cyprus.
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