to organize the World's Strongest Man competition. For almost a decade, the IFSA and WSM were inextricably mixed, but this changed in 2004. The InvestGroup Ventures' sports rights management arm, InvestGroup Sports Management, invested heavily into IFSA and this led to the creation of IFSA Strongman. The strategy was to acquire most of the international assets and properties relating to the strongman sport. In essence, this was a new organisation with some, such as Magnus Samuelsson, describing it as "a new company ... with the same name as our old federation". The attempt at dominance was not well received by TWI and disagreement ensued leading to a split in the sport. Previously, in 2001, the IFSA in its former guise had entered an agreement with World Class Events (WCE), headed by Ulf Bengtsson, to run the Super Series. This Super Series was designed to award the World Championship title, but also acted as a qualifying vehicle for the WSM. When strongman split in 2004, the Super Series sided with TWI forming a rival federation to the IFSA. With the WSM being a TWI owned event, IFSA Holdings announced its own World Championships for 2005, to be held in Quebec, and thus from that point had no involvement in the WSM contest. The split with IFSA, which banned its registered athletes from competing at WSM, meant that not all the recognized best strength athletes in the world were eligible to compete. However, the reputation of WSM as the premier event maintained its lure for broadcasting purposes. In recent years, the competition has been broadcast on ESPN, ESPN2, TSN, Televisa Deportes and Five, and currently CBS Sports Network in the US. The longevity of the contest in strength athletics and its high levels of TV exposure over the years has led to it being described as "the granddaddy of all strongman contests". In recent years, to curb injuries, the contest events have included a certain amount of athleticism rather than being about raw strength. This has led some critics to say that contests such as the Arnold Strongman Classic or Fortissimus are the true strongest man competitions. However, it is routinely described as "the Worlds" by top strongman competitors and despite the critics, it is the leading brand name in the field. No other strongman contest commands close to the WSM's levels of TV exposure. The World's Strongest Man claims a viewership