The European Broadcasting Union (EBU) and European Athletics have extended their media rights partnership through 2031, ensuring free-to-air coverage of major athletics events via 30 EBU members. This also involves direct-to-consumer (D2C) streaming on the Eurovision Sport platform and the EBU serving as host broadcaster for many events. The extension covers championships and cross-country events through 2031, building on a partnership that began in 1981.
This extension reinforces the EBU's role as a key sports rights holder in Europe, ensuring broad free-to-air access to major athletics events for another five years beyond the current deal. The dual broadcast and D2C strategy via Eurovision Sport reflects the ongoing hybrid distribution model in sports, combining linear reach with direct digital engagement. For rights holders and broadcasters, it highlights the continued value of long-term partnerships and the strategic necessity of multi-platform content delivery. Industry observers should watch for audience engagement metrics across both linear and D2C channels to gauge the evolving consumption habits for European athletics.
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