China Media Group and World Rowing Renew Broadcast Partnership to Strengthen Rowing’s Presence in China

Beijing, China / Lausanne, Switzerland  –  Friday, 16 October 2026

World Rowing and China Media Group (CMG), widely recognized as CCTV, have officially renewed their long-standing broadcast partnership. The agreement reinforces the global governing body and China’s state broadcaster’s shared vision to elevate Rowing’s profile and accelerate its growing popularity throughout the People’s Republic of China.

The extended agreement grants CMG premium broadcast rights to World Rowing events across its Olympic disciplines and annual competition calendar, including live coverage, highlights, and editorial storytelling, with a focus on Chinese athletes competing internationally ahead of the Los Angeles 2028 Olympic and Paralympic Games.

The partnership covers major events, including the World Rowing Championships, the World Rowing Cup, the World Rowing Beach Sprint Finals, and the final Olympic and Paralympic qualification regatta. Beach Sprint Rowing will make its Olympic debut at the 2028 Summer Olympic Games in Los Angeles.

“This is exciting news for the global Rowing community,” said Christian Osterode, Head of Broadcast and Marketing at World Rowing. “Our continued collaboration with CMG will strengthen Rowing’s presence in China and deliver informative, compelling content that brings audiences closer to the sport, its athletes, and their stories. Through expanded broadcast reach and engaging editorial storytelling, we aim to deepen audiences’ understanding of Rowing, inspire greater engagement, and further strengthen the sport’s popularity and appeal in China and beyond. This partnership enables us to promote Rowing’s values, diversity, and growing appeal to a new generation of fans.”

Chinese athletes have delivered exceptional performances on the international stage, including gold medals at the World Championships and the Olympic and Paralympic Games. China continues to invest significantly in world-class Rowing venues, hosting international regattas, and developing a strong national club structure.

As part of World Rowing’s multimedia efforts, the Federation will introduce China-focused programming, such as dedicated athlete spotlights, behind-the-scenes features with Chinese rowing teams, and in-depth coverage of China’s road to major international competitions. These China-specific stories and features will help audiences connect with the sport on a personal level and highlight the unique journeys of Chinese rowers. CMG has played, and will continue to play, a pivotal role in making Rowing relatable and engaging, ensuring audiences of all ages are not only entertained but also inspired by the athletes’ journeys and the values of perseverance, teamwork, and excellence the sport embodies.

About China Media Group

The China Media Group (“CMG”), formerly doing business as China Central Television or “CCTV” is the national television broadcaster of the People’s Republic of China, established in 1958 and operated by the National Radio and Television Administration. CMG falls under the supervision of the National Radio and Television Administration, which is in turn subordinate to the Chinese Communist Parties’ Central Publicity Department. Being the key player in the Chinese media environment, CMG has a variety of functions, such as news communication, social education, culture, entertainment, and sports (via is operational unit CCTV Sports) information services.

About World Rowing

World Rowing (previously named FISA (from the French, Fédération Internationale des Sociétés d’Aviron) is the governing body of the Olympic sport of Rowing. Empowered by its 159 member National Rowing Federations, it sets the rules and regulations for the sport in all its forms, including Classic Rowing, Coastal Rowing, Connected/Indoor Rowing, and Para-Rowing, across grassroots, masters, and elite levels. As part of its mandate, World Rowing oversees sanctioned events and provides advice and expertise for the organisation of Rowing regattas. The Federation also supports coaching education and other matters related to the sport and its development.