By Duncan Mackay in London

Andreas Toelzer_celebrates_victory_at_London_2012_over_Ihar_MakarauAugust 17 - Judo is hoping to cash in on the success of London 2012 with the appointment of the Parallel Media Group (PMG) as its new global sponsorship agent. 


The International Judo Federation (IJF) have signed a four-year deal with PMG, which is based in London and perhaps best known for its work in golf. 

Under the agreement, the sports marketing, media and event management company will market the rights to judo events during an initial period ending December 31, 2016.

Judo proved to be one of the biggest success stories of London 2012 with a record 135 countries taking part in the event.

Marius Vizer_with_Vladimir_Putin_and_David_Cameron_London_2012_2
Russian President Vladimir Putin (centre) was among the spectators at the judo during London 2012 with British Prime Minister David Cameron (right) and Marius Vizer (left), the President of the International Judo Federation

A total of 23 countries won medals and the arena at ExCeL was sold out every day with spectators including Russian President Vladimir Putin and British Prime Minister David Cameron.

"We are delighted to add the sport of judo to our portfolio and especially in light of Great Britain's silver and bronze medals in the recent Summer [Olympic] Games," said David Ciclitira, chairman of PMG.

Besides golf, other sports that PMG have worked with include basketball, cycling, rugby, sailing and skiing.

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