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Asics takes over IAAF sponsorship after Adidas severed ties amid doping and corruption scandals


By Tony Connelly, Sports Marketing Reporter

December 5, 2016 | 2 min read

Asics has agreed terms with the International Association of Athletics Federations (IAAF) to become the new top-tier sports brand sponsor.



The Japanese sports brand will replace Adidas, which confirmed last week that it was ending its relationship with the governing body early by "mutual agreement”.

The German sports brand’s signed an 11-year deal with the IAAF in 2008, however the doping and corruption scandal that has engulfed world athletics reportedly drove the company to sever ties.

Asics' new multi-year deal sees it named as an official partner, alongside Canon, Seiko, TBS, TDK and Toyota.

Under the terms of the agreement Asics will provide footwear and apparel for officials and volunteers at all World Series events, including the 2017 World Championships due to be held in London next year.

Commenting on the new relationship with Asics, IAAF president Sebastian Coe said: “Global athletics starts a new chapter today based upon solid foundations of modern governance and a renewed determination to protect and promote clean athletes. We are delighted to have attracted Asics, a world-class sportswear designer and manufacturer, as our latest official IAAF partner to share this new journey with us.

“This agreement is a huge endorsement of a bright future for athletics whose universality and diversity makes it a natural partner for a global corporation like Asics. We are excited to be joined by a partner whose vision shares our strategy for a youthful, innovative sport that promotes fair competition and healthy living.”

Adidas, meanwhile, said that it would maintain a presence in athletics through a greater focus on individual athletes.

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