"That's something every federation can do, but the risk is that the community of free to air broadcasters represented through the EBU may give up their common approach to certain sports," explained Kurten.

"[Through the EBU] sports with different interest in different territories might get broader exposure.

"If you go country by country you take a risk.

"It could result in the situation we see in Germany where athletics might become invisible."

Speaking to insidethegames at the SPONSORs Sports Media Summit, Kurten also pointed out that because of the German interstate broadcasting agreement, which bans sponsorship of free to air sports events after 8pm and on Sundays, athletics, in particular, could become sidelined in Germany.

The International Association of Athletics Federations (IAAF) had a previous partnership with the EBU, which ended in 2009 as it decided to sell its rights via agencies.

Kurten respects that decision, but is optimistic their partnership can be renewed.

"We were partners with the IAAF and they decided to turn down our offer," he said.

"It's the decision of each federation so we accept this and live with it; we just flag potential long term risks.

"But we have a very good track record of getting partners back.

"UEFA walked away for Euro 2008 and came back for Euro 2012; FIFA also walked away in 2002 and 2006, but are now back for 2010 and 2014, so we will see.

"We are always bidding and interested, taking care of sports in the broadest sense, and feel we still have a role to play for that reason.

"Everyone needs a wake up call and reality check, we changed and we adapted, with the objective of staying relevant to the federations, and are glad UEFA and FIFA acknowledged this.

"And with the IAAF, we will see."

Contact the writer of this story at [email protected]


Related stories
May 2011: Prokop says German broadcasting agreement devalues athletics