The French Athletics Federation and Altice/SFR sign an historic and exclusive broadcast agreement

Le 25 / 10 / 16 | Posté par Valerie Jaquet
The French Athletics Federation and Altice/SFR sign an historic and exclusive broadcast agreement

The French Athletics Federation (FFA) has signed an exclusive broadcast agreement with the Altice Group. In France, SFR will commercialize the rights of its events and its national teams. After an Olympic year punctuated by a series of historic results at the Rio Games 2016 (6 medals), French athletics is kicking off the new Olympiad with a decisive advantage in its promotion and communication strategy. This agreement guarantees the Federation, its athletes and its events greater, more diversified and more responsive visibility than ever before, to its entire audience. This partnership marks the start of a whole new adventure for French athletics alongside a fast-expanding international group, which has rapidly made a name for itself as a major protagonist in telecoms, media and sport, particularly in France.

For the first time in history, French athletics is globally and exclusively linked to a major telecommunications and media partner. The agreement reached between the FFA and SFR not only extends across all the rights of French athletics and its supply (Track, Running, French Team), but also all the broadcasting means (television, radio, Internet). 

Involved in telecoms and media, notably through its SFR Sport and BFM Sport channels, SFR will support the FFA through until the Tokyo Games in 2020.

This broadcast agreement is the result of a process that began last spring. The consultation launched by the Federation in late May with all those broadcasters on the French media landscape resulted in four proposals, which is testament to the media appeal of French athletics. Following an in-depth study of the tenders, the FFA opted for SFR. In addition to its ability to innovate, its dynamism and the diversity of its distribution, the French group won the Federation over through its production, editing and broadcast capabilities. Its partnership proposal, the most attractive in terms of its distribution grid, its editorial content, its multimedia diversity and its promotional device, proved decisive. The telecom-media convergence at the heart of the SFR project and Altice group was a major asset for the French Athletics Federation. 

“This partnership agreement with SFR offers French athletes a new showcase after the fantastic results in the Rio Games, explains Bernard Amsalem, President of the FFA. It will shine a spotlight on all our sports disciplines like never before. It marks the start of a whole new adventure for French athletics, whose ambition will be all the stronger alongside a booming industrial group, which has rapidly made a name for itself as a major player in telecoms, media and sport. The FFA and SFR share a common desire for growth and development. Our partnership will provide each of us with an excellent opportunity to progress and grow.” 

“We’re absolutely delighted to welcome athletics, and the French Team in particular, to the SFR Sport channels, and more widely to SFR’s radio and TV stations, admits François Pesenti, CEO of SFR Sport. The excellent results posted by French athletics over the past few years, a point confirmed during the recent Olympic Games in Rio, deserves the best possible media exposure. We’re going to focus on doing just that throughout the new Olympiad.” 

For Michel Combes, CEO of the Altice group and President-CEO of SFR Group, “this historic agreement once again confirms SFR’s commitment to sport. Committing ourselves to supporting French athletics is extremely symbolic with a view to the Games in 2024. Our five channels dedicated to sport, our growing portfolio of premium rights, starting with that of the Premier League, as well as our various partnerships in basketball, English rugby, skiing, tennis and extreme sports, offer thousands of hours of sport, which have proved a tremendous success with our clients. Armed with our experiences and the skills of our SFR Sport teams, we’re keen to continue to innovate and pull out all the stops to delight and surprise sports fans. Convergence is an everyday reality for our clients.”




The agreement relates to three universes in French athletics: 

The ‘Track’ universe groups together national and international events organised on French soil, including the French indoor and Elite outdoor championship, the national circuit of meetings in both summer and winter, the “Fly Europe Paris”, organised for the first time this year, as well as the Meeting de Paris, the only French leg of the IAAF Diamond League. The agreement between the FFA and SFR makes provision for the production and distribution of a magazine, “Tour de piste”, dedicated to this universe.

In the ‘Running’ universe, through the growing development within the community of French athletics that now boasts nearly 300,000 members, various media from the SFR group will ensure the broadcasting of the France Elite championships in cross-country and trail running, the Federation’s Ekiden circuit, whose Parisian leg is today ranked number one in Europe, as well as the Sommet de la Course à Pied running competition, organised for the 2nd time in 2016. A magazine, “J’aime courir”, will also be produced and distributed. 

Finally, the “French Team” universe will be covered by a magazine entirely dedicated to the Blues, “Inside Equipe de France”, where fans and the general public will be able to go behind the scenes of the training and competitions, as well as the daily lives of France’s top athletes, whatever the discipline. For this third universe, the partnership agreement between the FFA and SFR makes provision for the broadcasting of the DécaNation event.


About the French Athletics Federation
The French Athletics Federation (FFA) is a non-profit-making organisation founded in 1920. Armed with over 300,000 members (season 2015-16), its missions within the scope of the authority granted by the Ministry of Sports, include developing, controlling and organising the practice of athletics in all its forms, to defend the moral and material interests of French athletics and to provide representation for these disciplines on an international level. By relying on an ambitious development plan in 2013, the FFA has been able to accelerate its growth in the domain of sports health, among youngsters and runners, whilst significantly improving its sports results. A sport for all, athletics is built on freedom and respect and, through dint of practice, the desire to constantly set new targets.
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