HomeNewsMarketingAthleticsGlobal

IAAF engages BCW to drive global campaigns

The International Association of Athletics Federations (IAAF) has appointed global communications agency Burson Cohn & Wolfe (BCW) to run global campaigns to promote its events and sports initiatives.

The campaigns will seek to raise global awareness of the sports of running and walking as easy ways for people to stay fit and healthy.

The first campaign of the partnership will be the IAAF Run 24:1 global initiative, which launches this weekend. The initiative will consist of 24 one-mile runs organised in 24 cities around the world, all in 24 hours.

Burson Cohn & Wolfe Sport will work with the IAAF to launch the event under the ‘First Mile’ concept and will focus on the beneficial effects of “running on happiness”.

Scott Wilson, BCW president in Europe and Africa, said: “Through this new appointment, BCW’s sports practice continues to establish its global reputation for providing excellence to its stable of high-profile and international sporting clients. The values that the IAAF are promoting through this campaign – contributing to global initiatives in favour of healthy living and happiness – are completely in line with those of BCW and something that we are proud to take part in.”

Most recent

Tom Hill, chief commercial officer, World Rugby speaks exclusively to SportBusiness about the commercial programme for the 2019 World Cup in Japan

Browning has marred thousands of once-valuable autographed baseballs, with the precise cause of the damage still unknown. Dennis Tuttle examines the impact on the baseball collectibles market

Dead since 1995, the revered Hall of Famer still commands a lofty position among baseball memorabilia collectors

Callum McCarthy looks at the various ways in which lesser-known European host cities are benefiting from staging a variety of international esports competitions.