The agreement excludes Australia, where commercial network Seven is already signed up as the host and domestic broadcaster of the Nitro Athletics Melbourne, the first event slated for the evenings of 4th, 9th and 11th February 2017.
Charlotte Brigel, head of sales and operations for IMG Media Australia said: “Nitro Athletics is an incredibly innovative and exciting concept, and one that will give sport an entirely fresh perspective. There is already worldwide interest from broadcasters on this new concept, which features some of the world’s top athletes.”
Mark Arbib, president of Athletics Australia, added: “Nitro Athletics is the sports entertainment product track and field needs to move athletics beyond the existing format of one-day meets. Nitro Athletics will be a catalyst for how athletics is presented. It’s a game-changer. We want to start the global reinvigoration of athletics right here in Australia.”
Sebastian Coe, president of the IAAF said: “We need brave, bold ideas that engage fans in events. Athletics is a global sport with a global following, but we need events that bring back the fun, the kids and the crowds and add a different dimension to the record-setting events like the world championships. Nitro Athletics is a great example of what can be done and what needs to be done to revolutionise how we present our sport and how our fans connect with the sport and the athletes.”