3rd April 2018


Athletics World Cup Limited appoint Lagardère Sports to key event role
• Exclusive, worldwide agreement to represent the overseas media rights agreed
• Lagardère Sports to use global network and innovative broadcasting techniques

Athletics World Cup London 2018 has appointed Lagardère Sports to represent the overseas media rights for the tournament taking place this summer. The deal will see the agency distribute media rights globally (excluding UK and Ireland).

The event will showcase eight nations competing across an exciting, jam-packed two days. With an innovative new format, the Athletics World Cup will feature all field and track events up to and including the 1500m, with just one man and one woman from each nation in each discipline selected to compete in all-straight final events.

Lagardère Sports will use their global network and knowledge of innovative broadcasting techniques to ensure all of the action reaches viewers at home, straight from the stadium. ting. Each nation will compete for a share of the $2million prize pot as well as the inaugural World Cup trophy.

In partnership with the Mayor of London’s #BehindEveryGreatCity campaign, the first edition will also see all nations select a female athlete as team captain.

UK Athletics CEO Niels de Vos said:

“We’re delighted to appoint Lagardère Sports to this crucial role ensuring the Athletics World Cup reaches the biggest possible global broadcast audience. We’ve already had huge international interest in the event and we are delighted that Lagardère Sports can offer us great experience in this area.”

David White, President Media, Lagardère Sports said:

“The news about the launch of the Athletics World Cup is sure to delight both existing and new athletics fans across the world. Viewers will be keen to see their favourite athletes compete in a new event, and as a market leader in media rights we’re excited to work with Athletics World Cup Ltd to help them build the global visibility of the tournament.

“Through our expertise and knowledge of both traditional and modern broadcasting platforms, we can bring these fans closer to all the action taking place on the track and field, whilst creating maximum value.”