FFA signs with Altice Group, what does it mean?

Pasqual Martinot-Lagarde, photo by PhotoRun.net

French federation with new media partner

PARIS (FRA): The French Athletics Federation (FFA) has signed an exclusive broadcast agreement with the Altice Group. In France the SFR (part of Altice Group) will commercialize the rights of FFA events and national teams. This partnership marks the start of a whole new adventure for French athletics alongside a fast-expanding international group, which has rapidly made a name for itself as a major protagonist in telecoms, media and sport, particularly in France and notably through its SFR Sport and BFM Sport channels. SFR will support the FFA through until the Tokyo Games in 2020. In the three parts of cooperation the ‘Track’ universe groups together national and international events organised on French soil, including the French indoor and Elite outdoor championship, the national circuit of meetings in both summer and winter, the “Fly Europe Paris”, organised for the first time this year, as well as the Meeting de Paris, the only French leg of the IAAF Diamond League. In the ‘Running’ universe, through the growing development within the community of French athletics that now boasts nearly 300,000 members, various media from the SFR group will ensure the broadcasting of the France Elite championships in cross-country and trail running. Finally, the “French Team” universe will be covered by a magazine entirely dedicated to the Blues, “Inside Equipe de France”, where fans and the general public will be able to go behind the scenes of the training and competitions. From a FFA release.

RunBlogRun Opines: The Altice Group is one of the most aggressive telecommunications companies in the fast moving global cable and wireless telecom business. Patrick Drahi, founder of Altice Group, is buying up video, broadband, wireless and land-line companies. He wants to consolidate the players, and he has deep pockets. A media company such as Altice getting involved with athletics and running shows a European company who sees the well healed fans of athletics as worthy consumers that Mr. Drahi believes have value. This gentleman is a shrewd businessman: Altice is not doing this out of some newfound generosity. Altice is sponsoring the FFA because its fans and members make strong business sense. RunBlogRun likes that.