Under the deal, ÅF will receive a comprehensive package of rights throughout all six Golden League events including the naming rights of the competition that will now become the ÅF Golden League.
“The IAAF is very happy to start a new relationship with ÅF,” said IAAF President Lamine Diack. “The Golden League is a key promotional tool for athletics, and the six meeting series offers fans all over the world a compact, dramatic stage on which to admire the best athletes in the world. Now that it has developed into such a recognisable brand, we believe that the Golden League deserves a partner like ÅF.”
“We see the collaboration as an important part of our ambition to raise ÅF to a new international level. We will be an active partner and we believe that our expertise within technology and the environment can benefit athletics,” said ÅF’s Managing Director and CEO, Jonas Wiström.
The IMG agency brokered the deal on behalf of the IAAF. “The ÅF Golden League deal is an excellent merger of a high profile international sports brand and a competent and expanding company” said Kristian Hysén, Senior Vice President at IMG Media.
Cities and Dates for 2008 - ÅF Golden League
Berlin, GER – Sunday 1 June
Oslo, NOR – Friday 6 June
Rome, ITA – Friday 11 July
Paris, FRA – Friday 18 July
Zürich, SUI – Friday 29 August
Brussels, BEL – Friday 5 September
