The World Rowing governing body has extended its long-standing broadcast deal with state-run China Media Group (CMG).

The renewed agreement grants CMG premium broadcast rights to World Rowing events across its Olympic disciplines and annual competition calendar, including live coverage, highlights, and editorial storytelling, with a focus on Chinese athletes competing internationally ahead of the Los Angeles 2028 Olympic and Paralympic Games.

The partnership covers major events, including the World Rowing Championships, the World Rowing Cup, the World Rowing Beach Sprint Finals, and the final Olympic and Paralympic qualification regatta. Beach Sprint Rowing will make its Olympic debut at the 2028 games.

In addition, World Rowing will introduce China-focused programming, such as dedicated athlete spotlights, behind-the-scenes features with Chinese rowing teams, and in-depth coverage of China’s road to major international competitions.

Chinese athletes have delivered strong performances on the international stage in recent years, including gold medals at the World Championships and the Olympic and Paralympic Games.

Christian Osterode, head of broadcast and marketing at World Rowing, said: “Our continued collaboration with CMG will strengthen rowing’s presence in China and deliver informative, compelling content that brings audiences closer to the sport, its athletes, and their stories.

“Through expanded broadcast reach and engaging editorial storytelling, we aim to deepen audiences’ understanding of rowing, inspire greater engagement, and further strengthen the sport’s popularity and appeal in China and beyond. This partnership enables us to promote rowing’s values, diversity, and growing appeal to a new generation of fans.”