Chinese electric car brand Zeekr is looking to fill major marketing and brand positions in Europe as it backs an awareness drive that includes sponsorship of the Diamond League

Two Circles, the data-driven sports marketing and sponsorship sales agency, has been unveiled as a key strategic partner in the new fan-focused track league created by four-time United States Olympic champion Michael Johnson.

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.

World Athletics has taken the unprecedented step of ringfencing a share of its Olympic revenues to reward gold medal winners at the Games

UK Sport and UK Athletics are drawing up a plan to bid for the 2029 World Athletics Championships, with London being eyed as the host city.

The Marketing & Media Solutions agency and PC Plus Group have secured media rights in sub-Saharan Africa for all World Athletics Series events from 2024 to 2029 in a deal with Eurovision Sport.

World Athletics has named the nutritional supplements and snacks company Morinaga as the sixth Japanese sponsor of the World Athletics Championships to be held in Tokyo in 2025.

Investment conversations that continue to be held by World Athletics are with global players and are being sparked by ongoing revamps to the sport to maintain its audience engagement, according to Sebastian…

The World Athletics Council has selected Beijing to host the 2027 World Athletics Championships

UK Athletics has agreed a domestic media rights deal with public-service broadcaster the BBC for its 2024 major events series, providing much-needed exposure for the governing body as it seeks new investment from sponsors.

World Athletics today announced electronics giant Sony as a new sponsor on a three-year term, the latest in a string of Japanese brands supporting the governing body.

Concerns have been eased over Birmingham’s status as host city for the 2026 European Athletics Championships following a funding pledge from the West Midlands Combined Authority (WMCA).

The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…

Pay-television broadcaster Ziggo Sport has announced it is to remain the home of World Athletics' top-tier Diamond League and associated series in the Netherlands for the remainder of the decade.

World Athletics has today (Monday) appointed Marton Gyulai as its director of competition and events, fresh off the back of the official helping to deliver a widely acclaimed 2023 World Athletics Championships in Budapest.

World Athletics has announced a new global sponsorship deal with UK management consulting firm Deloitte on the eve of the 2023 world championships in Budapest.

Sebastian Coe has been re-elected president of World Athletics, the sport's governing body, for a third and final term and despite his time in office having been dominated by reform and displays of strong…

World Athletics has signed manufacturing company NTN as another main sponsor from the Japanese market