Posted: June 27, 2005

Athletics: IAAF and TWI Join Forces For Golden League

Monte Carlo - The IAAF has appointed the world’s largest independent sports producer and distributor TWI to distribute the exclusive worldwide TV rights for the IAAF’s top tier of one-day athletics meetings, currently known as the TDK Golden League, for the period 2006-2009.

It has also appointed sports marketing agency IMG to a sponsorship role.

Created in 1998, the Golden League brings together the most important one-day athletic meetings – which this year takes place in Paris, Rome, Oslo, Zurich, Brussels and Berlin. All six meetings will continue in the Golden League in 2006, with the possibility that Monaco, a Golden League meeting from 1998 until 2002, will return. To preserve the highest quality of the product, the IAAF will establish a new annual promotion and relegation formula.

IAAF President Lamine Diack said: “I believe that the worldwide sporting appeal of our premier one-day meetings will be greatly enhanced with this new partnership. IMG and its broadcasting arm TWI form one of the most experienced and respected sports marketing agencies in the world and we are confident that the global TV audience, which has steadily grown, will reach new records.”

The new format will build on the traditions and excitement of the individual competitions to create a highly visible, unified platform for the greatest athletes in the world. The Golden League is designed to focus attention on athletics as a TV spectacular over a concentrated period of time during the traditional summer season in Europe. The Golden League stands for the ‘best of the best’ in athletics. The world’s premier one-day meetings, each with its own unique flavour, combine to make the perfect recipe of world class sporting entertainment.

Michel Masquelier, Head of TWI Sales Worldwide, said “After two previous attempts we have finally concluded a new representation agreement with one of the top federations in the world. Counting the IAAF as new clients in addition to the R&A, the All England Tennis Club, America’s Cup Management, and the IRB, is another significant step which demonstrates IMG/TWI’s unique position to service increasingly demanding sports governing bodies at the highest level. “