Infront secures international media rights for new World Athletics Ultimate Championship

New partnership with World Athletics latest step in broadcast collaboration

Zug, Switzerland – Infront has been appointed by World Athletics to lead international media rights sales for the World Athletics Ultimate Championship, a new flagship event set to revolutionise the athletics calendar. The inaugural competition will take place at the Budapest National Athletics Stadium from 11-13 September 2026.

The partnership strengthens Infront's longstanding relationship with World Athletics. This already encompasses international media rights to the Wanda Diamond League, the World Athletics Continental Tour Gold and the World Athletics Indoor Tour Gold. The Ultimate Championship is the latest addition, aligning with Infront’s vision of growing athletics’ international reach and exposure through innovative new properties.

Julien Ternisien, Infront Senior Vice President Summer and Winter Sports, said: “The Ultimate Championship is poised to bring a fresh energy to athletics, engaging audiences worldwide in a way that is new and exhilarating. We are excited to bring our experience and expertise to this landmark event, continuing our partnership with World Athletics alongside the Diamond League to push the boundaries of how the sport is presented and consumed.”

World Athletics CEO, Jon Ridgeon said: The Ultimate Championship was developed to bring together the very best athletes from our sport in a selection of events that bring the athletics stadium to life and allow the viewer to see each and every run, jump and throw across three nights of unmissable ‘made for television’ competition.

“The Ultimate Championship is also a chance for us to really innovate how we deliver our sport, presenting it in new formats and across different platforms which are specifically designed to keep the entire venue engaged, ensuring constant, fast-paced excitement."

In addition, HBS, a wholly-owned subsidiary of Infront, has been appointed by host broadcaster Tata Communications to deliver world-class host broadcast services, ensuring that every moment of the Ultimate Championship is captured and presented to the highest standards.