The IAAF and Dentsu Inc. have extended and enhanced their long standing commercial partnership until the end of 2029. This agreement constitutes a new milestone in the ongoing partnership between the IAAF and Dentsu. It brings continued financial stability to the IAAF allowing it to move ahead with its development and promotion of Athletics globally while at the same time providing a long term platform for Dentsu to continue its successful commercialisation of the IAAF’s leading events.
Dentsu will continue as the worldwide Commercial Partner of the IAAF for the IAAF World Athletics Series* which includes the third-largest sporting event in the world, the biennial IAAF World Championships. The rights include all marketing and licensing rights worldwide and all media rights worldwide outside of Europe and Africa.
“The extension of the present agreement with Dentsu, which already ran until 2019, for a further ten years to 2029 provides an extraordinary guarantee of financial security for the IAAF and its member federations,” commented IAAF President Lamine Diack.”
“As I prepare to step down as president in 2015, I am proud to leave a secure legacy to my successor which insures that Athletics is ready to meet the worldwide challenges of a fast changing sport and leisure culture.”
“Thanks to the beneficial expertise of Dentsu, our longest serving commercial partner, the fortunes of Athletics, the Olympics number one sport, are not only secure but will continue to prosper for decades to come.”
Dentsu’s President & CEO Tadashi Ishii said: “The IAAF and Dentsu have enjoyed a very long and excellent partnership. The extension of this relationship now is testimony to the mutual trust and highest appreciation that the IAAF and Dentsu share. Dentsu is proud to have such a close and deep association with one of the world’s largest and most significant sports bodies. This supports the IAAF’s tireless efforts to grow and develop athletics around the world while it strengthens Dentsu’s global sports marketing capabilities and service excellence for the benefit of its corporate and sports federation clients.”