The IWF Board stated that significant improvements have been achieved in increasing the publicity and visibility of weightlifting thanks to new communication policies and activities, including professional cooperation with the media, and production of films for the theme “Road to Rio”.

A new marketing structure was presented and is now under further study to better exploit the potential of the sport. A series of World Cup and Grand Prix Events is designed to keep the international stars of weightlifting onstage and onscreen throughout the year.