Lagardère Sports bids to raise DanceSport profile with Asia-Pacific deal
The World DanceSport Federation, the international governing body for all competitive dancing disciplines, has today renewed its partnership with Lagardère Sports, in appointing the global sports marketing agency as its regional media rights partner for the Asia-Pacific region.
Under the agreement, Lagardère Sports will market and distribute rights for certain WDSF content, including the 2019 Best of Dance Sports, the 2019 WDSF Grand Slam Series and the 2019 WDSF World Breaking Championship to broadcasters in the region.
Lagardère Sports previously worked with WDSF from 2010 to 2016 as its global media rights partner.
The new partnership is part of WDSF’s Vision 2020 plan to increase the viewership ratings of DanceSport to record numbers.
Breaking, or breakdancing, is set to make its Olympic Games debut at Paris 2024 after the International Olympic Committee last year provisionally approved it as one of four sports for inclusion. It first featured at the Youth Olympic Games in Buenos Aires in 2018.
Shawn Tay, WDSF president, said: “We are delighted to have renewed our collaboration with Lagardère Sports, which will expose people of all ages across the Asia-Pacific region to the inspiring artistry and athleticism of our dancers. As the global popularity of DanceSport disciplines continues to increase, the agreement will give our athletes a bigger platform to showcase their talent while satisfying the growing hunger for dance in the region at the same time.
“In addition, as an Olympic-affiliated organisation gearing up for breaking’s potential debut at the 2024 Olympic Games in Paris, part of our mandate is to educate and inspire young people to lead healthy lifestyles and live by the Olympic values. Our deal with Lagardère Sports will greatly assist us in this mission.”
Malcolm Thorpe, managing director, South East Asia at Lagardère Sports, said: “At a time when broadcasters are looking to fill a void in live programming, and with communities in the region always eager to consume world-class sports and entertainment content, we foresee DanceSport’s increasing appeal following its second inclusion at last year’s SEA Games in the Philippines and the provisional inclusion of breaking at the 2024 Summer Olympics in Paris.
“Together, with breaking’s evergreen popularity among younger dancers and with Asian heavyweights Japan, China and South Korea making inroads, we are pleased to contribute to the wealth of aspirational content programming for the region’s dance enthusiasts.”