The new partnership between the IAAF and the London-based ITN Productions will assume responsibility for all IAAF content requirements. 

The company, expected to commence operations in January next year, will incorporate traditional and digital production to cover the activities of the whole athletics family in addition to the competitive events.

The IAAF launched a public tender process in May with the intent of taking greater control of the way its leading global events are presented by establishing a joint venture company to ensure the highest quality broadcast of its top competitions. 

The deal was officially announced following today's IAAF Council here today. 

ITN Productions produces creative and commercial content for broadcasters, businesses, brands, rights holders and digital channels.

Among its sports productions was a series called "Camps to Champs" for the Olympic Channel. 

The series detailed four different Olympians travelling to various refugee camps around the world.

The aim of the new venture is to develop production capabilities that will be used by local organising committees around the world to ensure consistent high-level broadcasts and production standards. 

The model is based on the Olympic Broadcasting Services, which is chiefly responsible for providing the images and sounds of the Olympic Games as a service to all broadcast organisations who have purchased the television and radio rights to the event.

Events covered under this new deal will include the IAAF World Athletics Series and IAAF World Indoor Tour events.

These include the sport's flagship World Championship meetings.

The first event which could be covered by the new partnership is the IAAF World Indoor Championships in Birmingham next March. 

The company is also expected to be responsible for the IAAF’s non-live production requirements, including magazine and feature programming, digital and branded content.

The IAAF and ITN Productions have already worked together. 

ITN Productions was host broadcaster for the 2017 IAAF World Relays in April, providing live broadcast, digital and social media coverage.

"This is a great sport with outstanding athletes and stories and I was delighted by the amount of interest we received to our request for information when it opened in May," Olivier Gers, chief executive of the IAAF, said. 

"We have some exciting new ideas and were looking for a partner who shares our vision and is also prepared to think outside the box and bring the excitement, fun and spectacle of the sport to our fans all over the world. 

"We look forward to starting this new venture and liaising with our Member Federations and local organising committees, strengthening the relationship between our competitions and our fans."

Mark Browning, group managing director of ITN Productions, said: "ITN Productions is one of a very few production companies that can combine live and outside broadcast production with editorial expertise, on a global scale. 

"This is a true partnership and we share the ambition and vision of the IAAF to excite existing fans and entice new ones through creative flair and technical innovation."