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 IAAF: Asics replaces Adidas as main sponsor
Sports-business | 07.12.2016

Adidas withdraws following doping ultimatum

Asics Replaces Adidas as Main Sponsor of the International Association of Athletics Federations

IAAF: Asics replaces Adidas as main sponsor. Outfitter and main sponsor: Adidas is campaigning here at the Diamond League meeting in New York. (Quelle: Imago / ZUMA Press)
Outfitter and main sponsor: Adidas is campaigning here at the Diamond League meeting in New York.
Bild: Imago / ZUMA Press
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The International Association of Athletics Federations (IAAF) has found itself a new sportswear sponsor: Following the withdrawal of Adidas (which has its headquarters in the German town of Herzogenaurach), starting from January 1 2017, Japanese sporting brand Asics will be the new main sponsor of the IAAF.

Asics is to become the IAAF's new main sponsor: The outfitter will be included as an Official Partner in the highest sponsorship group. From 2017, the Japanese company will be supplying sportswear to all IAAF event officials and volunteers. In addition, the Asics company logo will appear throughout the stadiums. 


IAAF: Adidas demands anti-doping measures

In a "mutual agreement", Adidas withdrew from its current sponsorship contract, which would have been valid until 2019. Adidas had demanded that vigorous measures be implemented by the IAAF following the doping scandal during the 2016 Summer Olympics in Rio de Janeiro. Apparently Adidas didn't feel that these measures were sufficient.

According to sponsors, Adidas paid annual contributions of 7.4 million euros to the international sporting body. Asics' contribution has yet to be announced.

Aside from Asics, Canon, Seiko, TDK and Toyota are also Official Partners of the IAAF.

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