More Federations Sign on To Olympic Channel -- Sponsor Spotlight

(ATR) The Olympic Channel will broadcast content from four new international federations.

The channel announced new deals with the kickboxing, sambo, squash, and sport televisions federations in a release during the 2018 SportAccord Convention. According to the release, the Olympic Channel will work to "collaborate on content," with the federations.

Live coverage from federation events will be supplemented with "event coverage, highlights, magazine shows, news coverage and original programming," according to the Olympic Channel.

"We share a common goal to increase both the size of the audience and active participation for their organizations," Mark Parkman, Olympic Channel general manager, said in a statement. "We look forward to working together to promote their sports and to help grow their audiences worldwide."

The additions mean that there are now 67 federations broadcasting on the Olympic Channel. The channel was created in 2016 and went live during the Closing Ceremony for the Rio 2016 Olympics.

For squash, leaders say the Olympic Channel deal is just one step on the journey towards joining the Olympic program. The next chance for squash to be featured in the Games will be at Paris 2024, when the sport program is finalized next year.

"The Olympic Channel is a pioneering multi-media platform and we feel that squash, with its commitment to innovation, will make a fantastic addition to their existing content output," Alex Gough, Professional Squash Association chief executive, said in a statement. "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."

ITTF Adds China Open Sponsor

The International Table Tennis Federation says AIA will serve as the official life insurance partner for the 2018 China Open.

According to a statement from the ITTF AIA will be "activating the partnership through several Chinese cities" as part of the arrangement.

"Their support attests to the continued high profile of table tennis in China, and the ITTF platform is ideal for AIA to promote their brand to a global audience through extensive TV broadcast, local spectators and global social media," Steve Dainton, ITTF chief executive added in a statement.

Written by Aaron Bauer

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