The European Weightlifting Federation (EWF) has agreed a long-term deal with Sportfive, the international sports marketing agency, to sell media rights for its flagship Senior European Championships.

Under the agreement, the agency will be the exclusive distributor of the event’s broadcasting media rights between 2022 and 2028.

The 100th edition of the Senior European Championships will take place in Tirana, Albania, from this Saturday (May 28) until June 5 and will be the first installment of the series of the events to be delivered by Sportfive.

The agency will be assisting the EWF in its brand development and said the partnership “has already unveiled different marketing opportunities beyond the traditional TV broadcasting”.

Both parties will work together to explore over-the-top streaming as well as other services and technologies for future events.

Antonio Conflitti, EWF president, said: “I am glad that the agreement with Sportfive was secured despite extremely short notice. Having such a well-established partner as Sportfive not only secures the exposure of the EWF’s events but helps promote the brand.”

Tigran Sirunyan, Sportfive senior vice president, added: “Sportfive has chosen to take a long-term approach as I believe this is the best strategy for developing the product and partnerships. We are very much looking forward to the cooperation.”