The Ju-Jitsu International Federation (JJIF) has agreed a wide-ranging media rights distribution deal with Protocol Sports Marketing, the Canada-based international sports marketing agency.
The new agreement sees Protocol Sports appointed as the JJIF’s global media rights, production, and transmission partner. It will provide a complete “end-to-end commercial and technical solution for the federation’s premier international events.”
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Specifically, Protocol Sports will serve as the exclusive agency for the global distribution of JJIF media rights, while its sister company, production and studio services provider Octapixx Media, has been appointed as the official production partner and will oversee host broadcasting for JJIF events globally.
Production firm TV2GO International, meanwhile, will lead global transmission and signal distribution to broadcasters across every continent.
Protocol Sports Marketing, Octapixx Media, and TV2GO are all operated by Toronto-based firm Protocol Group.
Protocol Sports president Lowell Conn said: “We are delighted to provide the JJIF with a truly 360-degree partnership.
“Through the combined strengths of Protocol Sports Marketing, Octapixx Media, and TV2GO International, we are removing the traditional silos between rights, production, and distribution.
“We are excited to showcase the elite athleticism of Ju-Jitsu to a global audience with a seamless, high-quality viewing experience.”
The deal comes as JJIF looks to increase visibility of its competitions in the run-up to the Los Angeles Olympic Games in 2028.
The federation said that by combining rights management, production, and transmission services, Protocol Sports will provide the organization with a streamlined solution designed to maximize viewership and commercial value.
JJIF president Panagiotis Theodoropoulos added: “The Ju-Jitsu International Federation is entering a new era of global visibility.
“By partnering with Protocol Sports, we are ensuring that our sport is not only marketed effectively to broadcasters but also produced and delivered to the highest international standards. This integrated approach is exactly what our sport needs to reach the next level.”
The new deal comes as Protocol Sport Marketing builds out its client list, most recently launching a new strategy and consulting division to help partners better understand the evolving broadcast landscape in the sports industry and the role of new technologies.
The new division will be led by Ariel Shnerer, Protocol’s director of growth strategy, who the company said is “already engaged by broadcasters in key markets seeking support in areas such as interactive solutions, virtual branding, OTT development, live clipping, and remote production.”
