Pedro Adrega hired as new IWF Communications Manager

At its recent meeting in Rome (ITA), the IWF Executive Board approved the hiring of a new Communications Manager to run media operations, content production across all platforms and PR activities within the International Weightlifting Federation. Pedro Adrega is the new responsible for these areas and started his new functions on February 15. With a journalism background, Adrega began his career as a sports reporter, before spending more than 20 years at World Aquatics (formerly known as FINA, International Swimming Federation), where he led its Communications Department from 2008 to 2021. In his previous roles, he had the opportunity to cover the last six editions of the summer Olympic Games, and no less than 20 FINA World Championships.

One of the main tasks of the new IWF Communications Manager is to create and implement an efficient communications strategy, capable of raising the profile, exposure and popularity of the IWF across the five continents. Working hand-in-hand with the IWF Continental Associations and the IWF National Federations, the objective is to give more voice and visibility to our athletes and to publicise in the best possible way their superb performances at the main IWF events. This will be done through a restructuring of the IF digital platforms, allowing the IWF community around the globe to have even more exciting news, features, behind-the-scene stories, profiles and interviews of our stars.  

“In our effort to modernise and make a ‘new’ IWF, it was essential to hire a person with this kind of experience in communications. We are very happy with Pedro’s arrival, which will provide a further boost to our efforts to reinforce the IWF’s position within the Olympic Movement – our primary focus since my election last June. This appointment also strengthens the IWF’s presence in the Olympic Capital, expanding the resources of our new headquarters in Lausanne” considered the IWF President Mohammed Jalood.

In addition to improving coverage of IWF athletes and events, Pedro Adrega will be tasked with handling the media operation plans during the IWF competitions, as well as the liaison between journalists and the IWF management. A PR assessment will also be undertaken in order to reinforce the vision of an IWF that is fully transparent, credible, accountable and capable of organising clean and fair competition.

“The IWF has been very scrutinised and often criticised in the past for its opacity and lack of communication. We definitively want to change that! The international sport landscape is a very competitive one, and we want to show our youth that it is worth investing their time and energy in our beautiful sport. That is why we need to make it more attractive, more ‘visible’ and even more prestigious, by ensuring its place in the Games programme. This is our main mission!” said the IWF Secretary General Antonio Urso.

For 2023, priority will be given to all events qualifying for the Paris 2024 Olympics, as the competition for a Games’ ticket is definitively fierce among the IWF Stars. Besides the continental championships – Pan-American (March 25-April 2 – Bariloche, ARG), European (April 15-23 – Yerevan, ARM), Asian (May 3-13 – Jinju, KOR) and African (May 11-20 – Tunis, TUN) – the most awaited rendezvous of the year will naturally be the IWF World Championships, taking place in Riyadh (KSA), from September 2-17.

“We must not forget that the original Olympic motto comprises three words: Citius, Altius, Fortius – Faster, Higher, Stronger. Which better sport symbolises the ‘Stronger’ part of this slogan than Weightlifting? The IWF athletes are known to be physically strong people; but, most importantly, they have a very determined mind and robust will. Thanks to this undeniable motivation, they want to show the world the power and the historical importance of the sport they love. And they want to do it at all levels: from grassroots to the Olympic stage. With fair-play, excellence and legitimate effort. Communicating this passion and these values to a wider audience is what will drive my action within the IWF,” explained the new IWF Communications Manager Pedro Adrega.