The Aquatics GB governing body has agreed a deal with the European Broadcasting Union (EBU), the continent’s association of public-service broadcasters, to showcase the upcoming World Aquatics Championships.
Aquatics GB will broadcast the showpiece event for free on its website using the EBU’s Eurovision Sport streaming platform, which will be embedded into the site to enhance Eurovision Sport’s distribution reach across the UK.
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This is a first for Eurovision Sport in that it has never before embedded its broadcast stream on the site of a national governing body of any sport.
To support the Eurovision Sport coverage, Aquatics GB will produce and distribute a daily event preview show, Singapore Breakfast, throughout the duration of the event.
The 2025 World Aquatics Championships will be staged in Singapore from July 11 through August 3.
Speaking on the partnership, Eurovision Sport managing director Alan Fagan commented: “This agreement delivers a strong, audience-first proposition for the UK aquatics community. We’re not just offering access to world-class events, we’re creating a digital space where fans can engage more deeply with the sport, its stories, and its stars.”
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By GlobalDataAquatics GB chief executive Drew Barrand added: “With digital viewership central to our audience engagement strategies, this partnership helps ensure our athletes' performances reach the widest possible audience in the most accessible way. We’re excited to work with Eurovision Sport to bring the 2025 World Championships directly to fans across the UK, on all platforms.”
The EBU renewed its broadcast partnership with World Aquatics for the annual World Aquatics Championships ahead of the 2024 edition, in a deal running through 2026.
Among the athletes competing at the 2025 World Aquatics Championships are British stars Duncan Scott, Matt Richards, Jack Laugher, Scarlett Mew Jensen, and Izzy Thorpe.
In anticipation of the global event, Aquatics GB is looking to capitalize on what it called “record engagement” on social media for the 2025 Aquatics GB Championships, which gained over 25 million content views across its social media platforms.
The event surpassed 500,000 live viewers for the second consecutive year.
25 EBU member broadcasters have already committed to showcasing WA competitions, including France Televisions, Germany’s ZDF, Italy’s Rai, Spain’s RTVE, and NOS in the Netherlands.
Elsewhere, global governing body World Aquatics has strengthened and extended its commercial tie-up with Chinese sporting goods firm 361°.
Through a four-year deal unveiled today, the brand becomes a World Aquatics global partner, and will throughout the course of the tie-up provide sportswear apparel for all events organized by the global governing body.
This builds on the existing tie-up between the two parties, via which 361° was the selected sportswear supplier for the World Aquatics Championships last year in Singapore, and through which it holds the same role for the upcoming Singapore event.
Now, this new deal stretches through events including the 2027 (Budapest) and 2029 (Beijing) World Championships.
In addition, there will also be a focus throughout the partnership on supporting the various World Aquatics developmental programs, "through the provision of apparel."
This includes coverage of the World Aquatics Scholarship Programme and the Discover Water project.
In terms of the organization's commercial activity, in late June, a deal was unveiled with Mexican beer brand Corona, covering the World Championships in Singapore, as well as the Masters Championships (to be held between July 26 and August 22).
