News27 Aug 2007

IAAF and Dentsu extend and enhance Partnership to 2019


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The IAAF and Dentsu Inc. are proud to announce the extension and enhancement of their long term commercial partnership securing the IAAF financially towards the end of the next decade.

The present contract ends in 2009, and the new agreement - 2010 to 2019 - means that Dentsu will become the longest serving commercial partner in the history of the IAAF, a reaffirmation of its commitment to Athletics in general and the sport’s global governing body in particular.

As well as guaranteeing financial stability the extension to 2019 secures increased income for the IAAF and provides the opportunity for the IAAF to implement it’s own products within clearly defined areas such as generic TV programming, publications and licensing.

Dentsu will continue as the World Wide Marketing Partner of the IAAF for the IAAF World Athletic Series which includes all World Championships and the IAAF World Athletics Final and to sell the media rights outside Europe (excluding sub-Saharan Africa).

“There can be few, if any other, international sports association or federation which can presently offer a guarantee of financial security to their members such as the one provided by this new agreement with Dentsu which virtually extends to the end of the second decade of this century,” commented IAAF President Lamine Diack.

“I am particularly delighted as our continued fruitful cooperation with Dentsu will help to secure the goals of the Athletics’ World Plan, ensuring that Athletics attracts a new generation of athletes, administrators, officials and fans to meet the challenges of the next ten years and beyond.”


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