MIPTV, Cannes – TRACE and SPOREVER announced that they will set up a 50/50 joint venture – TRACE SPORTS. To be launched worldwide in Q1 2010, TRACE SPORTS is a linear channel and a multiplay content platform dedicated to sport celebrities. Under the scope of the agreement, TRACE will license the brand TRACE SPORTS and provide international distribution and marketing, satellite expertise, access to sport celebrities closely linked to the music business, and access to major brands and institutions in relation with the sport industry. SPOREVER is a leading new media company, providing the best in sports content for delivery over multiple digital platforms. “We have been thinking about expanding TRACE in the sport environment and this partnership with SPOREVER is a win/win combination to introduce TRACE in the sport business industry,” said Olivier Laouchez, TRACE’s co-founder, chairman & CEO.