Fans are already able to livestream bouts but the new "golden pass" delivers further services, with claims that it will not lead to the sport being closed off to the masses.

On-demand video of individual athletes, ippon compilations, downloadable content, several different camera angles and 4K high definition capabilities will all be available with more features to be announced.

A yearly subscription costs €100 (£87/$97) while passes for individual tournaments are available with varying prices, for example the 2022 World Judo Championships is priced at €25 (£21/$24).

"We do provide free services for the public and the judo family where they can watch all the content online for free, with some commercial breaks as you do on YouTube for example," said IJF director general Vlad Marinescu.

"The IJF golden pass is about going beyond that.

"The premium content is costing us a lot more money to produce and we have to have a way to finance some of that.

"These resources that we are generating are actually going towards development projects.

"The IJF is donating $5 million (£4.4 million/€5.1 million) every year to areas that need assistance and Judo for Peace projects.

"We do a lot of judo for good and every time we have revenues, we invest that into the development of judo and the implementation of judo as a tool for social growth."

Another marketing project that the IJF is embarking on is the launch of the judo shop.

Marinescu refuted suggestions that it was a money grab as the organisation primarily wants to use it as a way of increasing exposure while keeping items affordable.

"Having t-shirts, hats, pins, shoes, jerseys and flags that are being won by the judo family out in public promotes judo.

"We have not marked up the prices to levels that we are going create this a purely financially-driven endeavour.

"The primary interest is the promotion of judo."