Sportfive, the global sports marketing agency, has extended its partnership with the International Weightlifting Federation (IWF) governing body for the Olympic 2024-28 cycle.
The German company has been re-appointed as the IWF’s exclusive media rights agency globally, after having been appointed by the IWF as exclusive media rights partner from 2022 to 2024.
Sportfive also signed a long-term deal with the European Weightlifting Federation (EWF) the same year to sell rights for its flagship Senior European Championships.
This latest agreement entails Sportfive handling international media rights outside of the host country for the IWF World Championships, IWF World Cups, and IWF World Junior Championships during the 2024-28 period.
This covers the 2024 IWF World Championships in Manama, Bahrain, the 2025 IWF World Championships in Forde, Norway, the IWF World Junior Championships in Tashkent, Uzbekistan, and the 2026 IWF World Championships in Ningbo, China.
The IWF president Mohammed Jalood said: “Our partnership was very successful, as our events could be seen globally in the last years. We are operating in a very competitive market, but Sportfive's expertise and experience have been pivotal in getting the images of our sport in the TV screens around the globe.
“The value and quality of our events have also dramatically improved; therefore, we could get a better agreement for the next Olympic cycle, as Sportfive also recognizes that the IWF brand will be able to attract more viewers and fans.
“Finally, the recent International Olympic Committee [IOC] decision, reinstating our sport in the Olympic program for the 2028 Los Angeles Games added credibility, reliability, and reputation to our international federation.”
Weightlifting was confirmed on the LA28 program following a vote by the IOC's 2023 session, in mid-October.
Tigran Sirunyan, executive vice president of media at Sportfive, added: “The renewal of our partnership with the IWF for the 2024-2028 period marks a significant milestone. As the exclusive global media rights agency, Sportfive is proud to continue its role in amplifying the reach and impact of IWF’s events.
“Our commitment to delivering quality media coverage remains unwavering, and we are thrilled to be entrusted with this responsibility once again.”