The agreement, between Dentsu - the International Association of Athletics Associations (IAAF) worldwide marketing and media rights partner for all territories outside Europe and Africa – and Globosat ensures the Olympics' number one sport will be constantly on Brazilian screens over the next decade.

The six-year deal covers all IAAF World Athletics Series of competitions from 2014 to 2019.

When taken with the existing agreement, that ensures coverage in Brazil of the next nine seasons of top global athletics including five outdoor IAAF World Championships.

Globosat is the biggest pay satellite/cable platform in Brazil.

Launched in 1991 it will soon celebrate 20 years of existence.

Globosat belongs to giant media powerhouse Globo and is distributed to 6.5 million households with an estimated reach of 22 million consumers.

"This deal, despite the tough worldwide economic climate, has resulted in a strong financial increase," said IAAF President Lamine Diack.

"This is an encouraging barometer for the popularity of our sport in Brazil.

"This agreement until 2019 shows a confidence that the increasing interest for athletics in the country will continue to grow, rising on the crest of a wave of young, attractive stars such as Fabiana Murer (pictured), the reigning world indoor pole vault champion."


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