The World Aquatics governing body (formerly FINA) has today (June 28) appointed sports marketing agency Sportfive to manage global media rights sales for its events.

The multi-year agreement covers the upcoming World Aquatics Championships in Fukuoka, Japan (July 14-30), Doha (2024), and Singapore (2025).

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The partnership also covers the revamped annual calendar of global events for all six World Aquatics sports, including the World Swimming Championships (25m).  

Sportfive will manage sales in markets outside of Japan and selected Asia-Pacific (APAC) countries.

World Aquatics’ long-standing agency partner Dentsu retains rights to Japan and selected APAC countries including Australia, Korea, Malaysia, New Zealand, Singapore, and Thailand.

The federation said it will leverage Sportfive’s global media sales network, “expanding the reach, engagement and commercial potential of World Aquatics events.”

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The two parties will additionally work together to further develop the media product, drive innovation, and create experiences for aquatics athletes and fans.

World Aquatics president Husain Al-Musallam said: “Through this partnership with Sportfive, we are excited to bring the high-intensity action and sporting drama of aquatic sports into millions of new homes.

“It presents an opportunity to further engage the next generation of aquatics fans around the world, as well as showcase the cutting-edge developments in underwater camera technology and our 4K coverage of the World Aquatics Championships in Fukuoka. These advancements will redefine the way fans enjoy our premier aquatics events worldwide.” 

Sportfive chief growth officer Robert Müller von Vultejus added: "This collaboration represents an exciting opportunity to highlight the world-class athletes, iconic locations, and thrilling competitions that define aquatic sports. We look forward to bringing aquatics fans closer to the action than ever before."