The Olympic Channel, the multi-platform global media destination operated by the International Olympic Committee, has struck more deals with international federations.
The agreements were announced at the SportAccord Convention in Bangkok, Thailand, and include partnerships with the World Association of Kickboxing Associations, International Sambo Federation (FIAS), Professional Squash Association in collaboration with the World Squash Federation and the Fédération Internationale Cinéma Télévision Sportifs.
In addition to collaborating on live events, the Olympic Channel actively works with its federation partners to present event coverage, highlights, magazine shows, news coverage and original programming providing an additional platform to distribute content that are complementary to current broadcast and distribution arrangements. The latest agreements bring the number of partners who have announced similar deals with the Olympic Channel to 67.
The PSA has hailed the agreement as a significant move as squash battles for a place on the programme for the summer Olympic Games. Squash applied for inclusion at the 2012, 2016 and 2020 Olympics but was unsuccessful on each occasion. The sport is now targeting the 2024 Olympics in Paris.
“We are delighted to officially launch our relationship with Olympic Channel, which is a key step for squash as we continue to work toward our goal of bidding for inclusion in future Olympic Games,” PSA chief executive Alex Gough said.
“Establishing this partnership will ensure that our sport gains greater visibility through the Olympic Channel’s distribution platforms and we are looking forward to highlighting our athletes with engaging and relevant content.”