adidas set to end IAAF sponsorship

25 Jan 2016

By: Sport Industry Group

adidas is attempting to end its sponsorship deal with the International Association of Athletics Federations (IAAF) three years early, according to media reports.

BBC Sport claims that the IAAF’s biggest sponsor has informed the governing body of the decision, following recent reports around the ongoing doping and corruption scandal.

The sportswear company signed an 11-year contract with the IAAF in 2008 and is an official sponsor, along with Canon, Toyota, Seiko, TDK, TBS and Mondo. At the time the deal was signed, it was reportedly worth £5.6m per year, which could mean a loss of as much as £21m, should the move go ahead. 

Earlier this month World Anti-Doping Agency (WADA) chairman, Dick Pound, delivered a second report that stated “corruption was embedded” within the IAAF under former president Lamine Diack.

Days later, adidas made the decision to terminate the relationship with the IAAF and commercial partner Dentsu. The BBC reported that adidas believes the corruption claims within the IAAF as a breach of its sponsorship contract.

adidas has not commented, but the IAAF has issued a statement - making no reference to its deal with adidas - saying it was “in close contact with all its sponsors and partners as we embark on our reform process.”