Lagardère seeks to tap into Daley’s star power to boost Diving World Series reach

The Lagardère Sports agency has signed a media rights deal with British diver Tom Daley in a bid to enhance coverage of the 2017 Fina Diving World Series.

Lagardère will provide a live stream of World Series events to Daley’s official channel on video-sharing website YouTube in the UK.

Lagardère will also work with both Daley and Fina, the global governing body of aquatic sports, on the creation of a full broadcast package, including highlights and clips.

Nikolaus von Doetinchem, vice-president of media in Europe at Lagardère Sports, said: “Live streaming on social media is becoming increasingly popular and by using our expertise we can transfer our skills and knowledge to modern forms of broadcasting.

“We look forward to reaching not only Tom’s vast fan base but also new audiences, whilst showcasing this terrific Fina tournament.”

The 2017 Diving World Series began on March 3-5 with an event in Beijing and moves on to fellow Chinese city Guangzhou for its second round this weekend.