News24 Sep 2001

IAAF and Dentsu enter into an agreement for 2001–2009


IAAF and Dentsu enter into an agreement for 2001–2009
25 September 2001 - Monte-Carlo - On 21 September 2001, the International Association of Athletics Federations (IAAF) entered into an agreement with Dentsu Inc.  (President:  Yutaka Narita; Head Office:Tokyo; Capital: US$463.15 million*) to be the exclusive worldwide partner responsible for the commercial exploitation of marketing. 

Under the agreement, IAAF grants Dentsu, for the IAAF World Athletics Series 2001 – 2009, the worldwide rights for sponsorship, media including the Internet (except for EBU territory), and licensing.  The IAAF World Athletics Series is composed of nine World Championships, including the World Championships in Athletics.

The number one sports Federation in the Olympic Family and the largest advertising agency brand in the world will join forces to ensure the success of IAAF events over the decade. Under this agreement, Dentsu will exploit the marketing rights for the IAAF World Athletics Series through 2009, including the IAAF World Championships in Paris 2003, London 2005 and the successive Championships in 2007 and 2009.

Dentsu and IAAF will develop an innovative marketing programme for further expansion of the sport of athletics around the world.  IAAF believes in the core competence of Dentsu and its capacity to expand the business of marketing sponsorships and broadcasting rights for some of the major sporting events on a global scale.

[*US $1 = Yen 118.6]