Adidas and the International Association of Athletics Federations have entered an 11-year partnership agreement granting Adidas the world-wide sponsorship rights for all IAAF World Athletic Series events from 2009 until 2019. Under the agreement, Adidas will be the official athletic sponsor and licensee product supplier to Monaco-based IAAF, the international governing body for track and field events. The partnership incorporates every aspect of athletics, from product creation to grassroots development and retail distribution. Among the highlights of the deal, Adidas will be the official sponsor of the 2009 IAAF World Championships in Berlin, Aug. 15th through 23rd.
“The heritage of the Adidas brand is closely linked with the legacy of athletics and the IAAF,” says Herbert Hainer, chairman and CEO of Adidas AG. “Therefore, we are very proud to announce our new partnership with IAAF and we are looking forward to shaping the future of athletics together at all levels in the coming years.”
IAAF President Lamine Diack also welcomed the agreement, saying, “Adidas is more than just a major business corporation. It is a company which has deep roots in the sport of athletics and has also been a good partner of the IAAF in the past. I am delighted that we are re-signing with Adidas, a brand that understands and loves the sport of athletics.”