World Athletics has announced a new global partnership with UK professional services network Deloitte.
The two organisations describe the new deal as an opportunity ‘to support and accelerate the digital transformation and innovation needs of World Athletics over the next six years’.
As per the agreement, Deloitte will provide a wide range of digital consulting services and sports operations and platforms to World Athletics and the World Athletics Series events, running from January 2024 until December 2029.
Deloitte aims to ‘apply its expertise in digital transformation, innovation and data driven intelligence to enhance fan experience, as well as using data analytics to ensure that changes to the product reflect fans’ choices and behaviour.’
The London-headquartered firm will also assist World Athletics in its strategy to create new products and competition formats for athletes and practitioners and introduce sports operations platforms that will create efficiencies in event delivery.
Sebastian Coe, President of World Athletics, said, “Global organisations like Deloitte understand the opportunities and challenges that we have as a worldwide federation of 214 members and can provide the strategic advice and services we need wherever we are operating.
“We have already benefitted from the expertise Deloitte has to offer, especially in digital transformation and data analytics, and we’re delighted that we have reached a formal agreement which will help World Athletics achieve our innovation and growth agenda over the next six years.”
Sami Rahal,Chief Executive Officer of Deloitte Central Europe, added, “This strategic collaboration symbolises our mutual commitment to nurturing growth, promoting the spirit of athletics, and ensuring operational excellence within international athletics bodies. Our partnership brings together two powerhouses that embody deep knowledge, vast experience, and significant influence within their respective sectors.
“At Deloitte, we are incredibly excited about the prospect of merging our expertise with the sports acumen of World Athletics. This partnership signifies not only a significant milestone for both organisations but also represents a stride towards the continued growth and elevation of athletics worldwide.”
In another boost for athletics, Netflix has just announced that it will screen a six-part documentary series focused on the world’s best sprinters next year. The series is being produced by Box2Box Films, which also produces the successful F1 Series Drive to Survive.
Sebastian Coe, commented, “This series has the potential to lift the bonnet on the sport, and sprinting in particular, and for a whole new audience to understand that although it takes just 10 seconds to do the 100m it’s a 10-year commitment to be the best in the world. Our athletes have such rich personal stories and they come from every continent on the planet. No other sport can match that. When they come together the racing is always spectacular.”
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