HomeNewsSponsorship & MarketingAthleticsGlobal

IAAF extends long-running TDK and Mondo partnerships

BEIJING, CHINA - AUGUST 29: President and CEO of TDK Corporation Takehiro Kamigama presents Mohamed Farah of Great Britain with his gold medal on the podium during the medal ceremony for the Men's 5000 metres final during day eight of the 15th IAAF World Athletics Championships Beijing 2015 at Beijing National Stadium on August 29, 2015 in Beijing, China. (Photo by Alexander Hassenstein/Getty Images for IAAF)

The IAAF has extended sponsorship deals with Japanese electronics company TDK Corporation and Italian sports equipment supplier Mondo.

TDK extended its deal as bib partner of the World Athletics Championships for 10 years, until 2029, covering five editions of the event. The brand will also continue presenting the men’s world record programme, awarding a cash bonus of $100,000 (€110,000) to world record-breakers.

Mondo renewed its deal as an official supplier to IAAF World Athletics Series events for five years, until 2024. Under the deal, Mondo lays the tracks and supplies other athletics equipment for the events. The extension covers the World Athletics Championships in 2021 in Oregon, and in 2023 in Budapest, and the World Indoor Championships in Nanjing next year, among other events.

TDK is one of the IAAF’s longest-standing sponsors, in partnership since the first edition of the World Championships in Helsinki in 1983, 36 years ago.

Shigenao Ishiguro, president and chief executive officer of TDK, said the deal meant the company would “remain supportive of all the endeavouring athletes in the world, and towards the development of the sport of athletics.”

The press release announcing the deal said TDK’s corporate motto, ‘Contribute to culture and industry through creativity’, aligned with the IAAF’s objective of “contributing to society through expansion and development of the sport of athletics”.

IAAF president Sebastian Coe, speaking in Doha on the day the announcement was made, said: “The sport has seen many changes since TDK’s involvement with the IAAF first began and through this new agreement TDK will continue to contribute to the growth of our sport over the next ten years.”

Mondo is also one of the federation’s oldest partners, first coming on board in 1987. For the 2019 World Athletics Championships currently underway in Doha, the company created a special pink-coloured track at the Khalifa International Stadium. The company is also supplying the athletics track for the 2020 Olympics in Tokyo, and is in talks about a track and equipment supply deal for the Paris 2024 Olympics.

Announcing the IAAF deal, Maurizio Stroppiana, Mondo’s sport and flooring director, said: “Our goal is simple: we want to help athletes to improve and achieve their personal best. We are dedicated to ensuring that every athlete can improve their results and their performance, even if only by a tenth of a second. This is why we listen to athletes and coaches and are constantly working on optimising our products – to help sportsmen and women everywhere achieve success.”

These are the fourth and fifth major commercial rights deals for the IAAF in the last couple of weeks. Japanese sportswear company Asics has extended its deal to be an Official Partner of the International Association of Athletics Federations for 10 years, until 2029. The Infront agency has agreed a 10-year international media-rights agreement with the IAAF, covering the Diamond League. And Infront’s owner Wanda Group has agreed to be title sponsor of the Diamond League.