Reddentes agency acquires Paralympic distribution rights in Asia to 2020

Singapore-based agency Reddentes Sports has been named as the media rights distribution partner for a trio of Paralympic events in Asia out to 2020, as the International Paralympic Committee (IPC) looks to ramp up interest ahead of next year’s Paralympic Games in Tokyo.

The deal includes this year’s World Para Swimming Championships and World Para Athletic Championships, as well as the 2020 marquee event in Tokyo.

It covers Hong Kong, India, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Taiwan, Thailand and Vietnam.

IPC commercial, broadcasting and partnerships director Alexis Schaefer said: “For Tokyo 2020 we want to break all records in terms of broadcasting. To exceed the cumulative audience of 4.1 billion people in 154 countries that watched the Rio 2016 Paralympics we will need to drive audiences in Asia.

“We hope to achieve this through the appointment of Reddentes Sports to leverage on their expertise in Asia, which is one of our key markets. We are confident that Reddentes will help maximise opportunities in Asia, as we seek to bring the Paralympics to more viewers and fans in the region.”

As part of the deal, Reddentes also acquired non-exclusive distribution rights in China, Korea and Japan for the 2019 World Para Swimming and 2019 World Para Athletics Championships.

The 2020 Paralympics will include 22 sports with badminton and taekwondo making their Games debut.

Earlier this year, Reddentes brokered the deal which saw fellow Singaporean business StarHub acquire the rights in its native country and Indonesia for a pair of Italian football competitions.