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  • World Athletics sticks with Infront for Ultimate Championship media rights

    World Athletics sticks with Infront for Ultimate Championship media rights

    Budapest will host the inaugural World Athletics Ultimate Championship in September 2026. (Infront imagery)

    Sports marketing heavyweight Infront has become the international media rights sales partner for the lucrative World Athletics Ultimate Championship which will debut in two years’ time.

    Infront will be in charge of securing a worldwide broadcast portfolio for the inaugural edition of that event, set to take place in Budapest, Hungary, across September 11 to 13, 2026.

    Sportcal (GlobalData Sport) understands there were six bidders for these rights, with Infront one of two to be shortlisted.

    This tie-up comes as an addition to the existing multi-faceted relationship between Infront and World Athletics – the agency already handles international media rights sales for the top-tier Diamond League, and the Continental Tour Gold and Indoor Tour Gold.

    In addition, the Host Broadcast Services (HBS) wholly-owned subsidiary of Infront has been appointed in that capacity for the Budapest event, with Tata Communications in as the host broadcaster itself.

    That builds on the five-year deal unveiled in June between Tata and World Athletics, through which Tata Communications will provide events across the World Athletics calendar with bespoke coverage and broadcast content which it will deliver across continents.

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    Jon Ridgeon, chief executive at World Athletics, has said: “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.”

    The World Athletics Ultimate Championship – unveiled in early June – will debut in 2026 as a climax to the track and field season, and then take place every two years.

    It will pit world champions, Olympic champions, Diamond League winners, and the year’s best-performing athletes against each other, to crown an ultimate champion.

    The $10 million prize money is the largest ever offered in the history of track and field athletics. All athletes competing at the championship will be financially rewarded and the winners will receive $150,000 each.

    The three-day global championship event will feature eight to 16 of the world’s top-ranked athletes per discipline competing in a new compact format for athletics, with each evening session including semi-finals and finals for track disciplines, and straight finals for field disciplines.

    The Ultimate Championship will feature several track disciplines, including sprints, middle and long-distance races, relays, jumps, and throws, with athletes representing their national teams.


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  • KFC Thailand Launches Fried Chicken Incense Sticks; Internet Criticises

    KFC Thailand Launches Fried Chicken Incense Sticks; Internet Criticises

    We just love the refreshing aroma of incense sticks. Jasmine, sandalwood and more, we find a wide variety of incense stick options in the market. And most of us experiment with them a lot. But have you ever considered trying out a food-flavoured incense stick? You heard us. Reportedly, fast food chain KFC is coming up with incense sticks that smell like fried chicken. According to Oddity Central, KFC Thailand has teamed up with several perfume experts to launch the line of fried chicken incense sticks during the Chinese Lunar New Year. KFC Thailand further claims that they could replicate the aroma of Colonel Sander’s secret 11 herbs and spices in the sticks. These incense sticks not only smell like fried chicken but also look edible. Sounds both interesting and bizarre at the same time; isn’t it?

    Also Read:US KFC To Replace Chicken Popcorn With Chicken Nuggets; Internet Reacts

    A report on Thailand’s news portal Thaiger further reads that KFC Thailand took to Instagram to share a (now-deleted) video featuring the packaging of the incense sticks. The incense sticks resemble drumsticks and are packaged in a KFC signature red-and-white box.

    However, these incense sticks are not for sale. Oddity Central reports that this exclusive product can be won through a raffle conducted on the Facebook page of KFC Thailand. “Participants have to comment on the Facebook page of KFC Thailand for the chance to win one of 100 prizes of 32.000 baht and a box of fried chicken incense sticks,” the report reads.

    Madam Ho Ching, the wife of Singapore Prime Minister Lee Hsien Loong, took to her Facebook page to post about the fried chicken-flavoured incense sticks.

    Also Read:‘Where Is The Cheese?’ Angry Customer Shares Pic Of Costly But ‘Dry’ Burger. See Viral Post

    The news didn’t go well with the people on social media, garnering strong reactions against it. “This is an ad by KFC Thailand for Chinese New Year. So many things are wrong with this. You’d think that they would know Chinese culture better!”

    Another tweet read, “”KFC incense sticks. That’s one way to get your ancestors’ attention over the Lunar New Year. … Proudly brought to you by late-stage capitalism.”

    “This is so wrong to a very serious level!” a user tweeter. Another person commented, “only spirits will come and buy.”

    If given an option, would you want to try these KFC fried chicken incense sticks? Share your thoughts in the comments below.

    About Somdatta SahaExplorer- this is what Somdatta likes to call herself. Be it in terms of food, people or places, all she craves for is to know the unknown. A simple aglio olio pasta or daal-chawal and a good movie can make her day.



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  • Hockey sticks, Gatorade left in tribute on NJ road where NHL star Johnny Gaudreau, brother Matthew were killed

    Hockey sticks, Gatorade left in tribute on NJ road where NHL star Johnny Gaudreau, brother Matthew were killed

    Grieving hockey fans erected a memorial Saturday on the New Jersey corner where an alleged drunk driver claimed the lives of NHL star Johnny Gaudreau and his younger brother Matthew.

    A cross crafted from old hockey sticks bearing the names of the brothers and their respective player numbers was plunged into the ground alongside County Route 551 in Oldmans Township, where the duo had been cycling together Thursday evening.

    Several other sticks were arranged on the grass peppered between dozens of flower bouquets, balloons and a sign promising that the brothers will be “forever in our hearts.”

    A makeshift memorial with hockey sticks and Gatorade was erected on the corner where the Gaudreau brothers were killed. Suchat Pederson/New York Post
    A cross bearing the brothers’ names and player numbers was made out of hockey sticks. Suchat Pederson/New York Post
    “What makes this so sad is that it could have been preventable. If he drank, why didn’t he just take an Uber?” one grieving visitor said.

    Suchat Pederson/New York Post

    Odes to the Gaudreaus’ respective hockey careers were also offered up at the memorial — including two bottles of Gatorade, which served as a nod to Johnny Gaudreau’s tradition of sharing a bottle of the sports drink with his old Calgary Flames teammates after scoring a goal.

    One man who laid down flowers told The Post that the offerings were left by “the entire hockey community across the country.”

    They even left behind flowers, hockey sticks and even jerseys front of the home of their surviving family members — who were meant to be celebrating a wedding rather than the loss of both brothers.

    “What makes this so sad is that it could have been preventable. If he drank, why didn’t he just take an Uber?” one grieving visitor, who declined to share their name, said of the alleged drunk driver.

    Matthew and Johnny were cycling along the road when they were struck and killed. Getty Images

    Johnny, 31, and Matthew, 29, were biking in their New Jersey hometown when they were struck and killed by a motorist who allegedly told a state trooper he guzzled “five to six” beers” before the crash.

    The driver, Sean Higgins, reportedly attempted to pass an SUV in front of him, which had moved into the middle of the roadway to give the brothers plenty of room, just after 8 p.m.

    Follow the NY Post’s coverage on NHL star Johnny Gaudreau’s tragic death at 31:

    The US Army Major tried to pass the SUV on the right, striking the Gaudreaus from behind. The county road is rural, with crops on either side. There are no shoulders or street lights.

    The tragedy struck one day before the Gaudreau brothers were set to take part as groomsmen in their sister Katie’s wedding to hockey player Devin Joyce in Gloucester City, NJ. The family had even celebrated the wedding rehearsal just hours before the tragedy.

    Johnny, who played for the Columbus Blue Jackets, leaves behind a wife and two young daughters.

    Matthew’s wife is pregnant and is expecting their first child in December.

    Higgins — who appeared to sigh with exasperation in court upon learning he would be held in jail through next week — faces two counts of vehicular homicide.

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