The new deal extends its existing agreement which runs until 2009. The new contract runs from 2010-2019.
The IAAF said the deal not only ‘guarantees financial stability’ but increases 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 worldwide 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).
Said IAAF president Lamine Diack: “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.
“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.”
