The multi-year deal, brokered by TMS International which handles all of the ITTF’s commercial rights, excludes China, Japan, Singapore and Taiwan.

The agreement will see Lagardère Sports sell the media rights to ITTF events including the World Tour, the men's, women's and team World Cups, the World Team Championships, the World Championships and junior events.

"The ITTF is pleased to partner up with one of the big global sports marketing players Largardère," said ITTF President Thomas Weikert.

"We look forward to working closely with Lagardère to develop ITTF's TV product and increase our already healthy TV distribution worldwide.

"This will complement our existing successful social and digital strategies to ensure the most number of people are watching table tennis around the world."

With an experienced media sales management team, it is claimed Lagardère Sports is able to service territories around the world and provide solutions to package and monetise rights efficiently and effectively to complement ITTF's already strong digital media global presence.

"We're delighted to be working with the ITTF once again, and look forward to building our relationship with them over the next four years," said David White, President of media at Lagardère Sports.

"There is a great appetite for the media rights to the ITTF's exciting roster of events across the world, and we're excited to be able to use our expertise to maximise distribution and give these events the visibility they deserve."

Steve Dainton, the ITTF’s marketing director, is here at SPORTELAsia, which aims to offer an interactive platform for cross continental business opportunities and to determine the future of sports media in Asia.

SPORTEL conventions gather top level executives from all over the world, representing sports networks, international sports federations, sports marketing agencies, production companies, sports content right owners and distributors, technology and new media.

News of the deal with Lagardère Sports comes less than five months after the ITTF reached an agreement with Eleven Sports Network for it's television rights within Singapore, starting from 2017.

Under the agreement, Eleven Sports Network acquired a multi-year deal to broadcast ITTF World Tour events in Singapore.