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Spring Media, the Sweden-based international sports media and marketing agency, has been chosen to distribute global broadcast rights to the revived 2023 World Combat Games multi-sport competition.

The contract covers all markets except the Middle East and North Africa region – with the games taking place in Saudi Arabia – and will see Spring Media oversee the media rights process for the event.

The contract was awarded by Sport Accord, the annual world sport and business summit, which took over governance of the event from the Global Association of International Sports Federation (GAISF) after that governing body was dissolved last November.

GAISF awarded hosting rights to the World Games to Saudi Arabia in March 2021.

Martin Gibbs, managing director of SportAccord, said: “As a full-service agency with comprehensive expertise in multi-sport events, Spring Media’s appointment for the distribution of broadcasting rights will ensure maximum exposure for the 2023 World Combat Games, reaching fans globally.”

The event, comprising 15 disciplines, is set to return after a decade’s absence in Riyadh, Saudi Arabia, from October 21 to 30. The last edition of the games took place in Saint Petersburg, Russia in 2013, with plans for events in 2019 and 2021 not coming to fruition.

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By GlobalData

The sports at the games will comprise aikido, arm wrestling, boxing, judo, ju-jitsu, karate, kendo, kickboxing, muaythai, sambo, savate, sumo, taekwondo, wrestling, and wushu.

The agreement adds to Spring Media’s portfolio of sports clients after being appointed as host broadcaster and rights distributor for the inaugural European Para Championships in Rotterdam, the Netherlands, in August.

It also comes after Spring Media announced the acquisition of sports entertainment agency Athletics Sports Group (ASG), which includes ASG’s Fight Globe, the distributor of mixed martial arts and kickboxing content that puts out programming for more than 750 live combat events annually, including the Professional Fighters League, MMA, Glory Kickboxing, KSW, All Elite Wrestling, and ESPN boxing.

Spring Media partner Jose Moreno said: “With relevant know-how from multi-sport competitions, and a longstanding leg within the fight sports ring, our global sales team is well equipped to target all relevant broadcast partners and markets with this high-end competition.”

Spring Media distributes media rights while also providing production, distribution, and consulting services for sports rightsholders.

Last year, it secured broadcast distribution rights to the Women’s Cup, the US-based knockout club soccer competition across Europe and sub-Saharan Africa, and extended its production and rights distribution deal with the European Cricket League until the end of 2026. It also produced last year’s Stockholm Open tennis tournament on the men’s ATP Tour through its Spring Productions arm.

In addition, it announced the acquisition of Hogmore Media, a rights and production agency based in Liechtenstein and Austria, to enter new territories across the DACH region (Germany, Austria, and Switzerland).

In 2021, meanwhile, it merged with sports marketing company Future Sports Agency and secured funding from investment group Helix Kapital to strengthen its position in the Nordic market and continue its international expansion.

After the addition of ASG, Spring Media said the group will now have an annual turnover of more than €50 million ($48.9 million).