IEC in Sports to aid FIG’s new global strategy

The International Gymnastics Federation (FIG) has appointed IEC in Sports, the international sports marketing agency owned by Lagardère Unlimited, as its official media agency.

Terms of the agreement were not disclosed, but the appointment follows the federation’s decision to centralise its media rights for a series of events for the first time.

The agreement, which has been designed to actively raise the profile of FIG-sanctioned competitions, includes leading events such as the Artistic World Cups, Challenge Cups (Artistic) and Rhythmic World Cups.

In addition to distributing the media rights for these events, IEC in Sports and Lagardère Unlimited will provide a range of consulting services, focusing in particular on the re-positioning of key events beyond the World Championships and the development of FIG’s digital strategy.

Olivier Strebel, marketing and communication director of FIG, said: “Whilst the distribution of the World Championships remains our responsibility, we have secured deals in certain territories in collaboration with IEC in Sports. Our new global strategy is here to last and has been designed to build comprehensive distribution and exposure to our sport.”