The International Association of Athletics Federations has signed a 10-year extension to its long-running commercial partnership with Dentsu, with the agency to continue to market the IAAF’s media rights worldwide outside of Europe and Africa through 2029.
Dentsu will continue as the worldwide commercial partner of the IAAF for the World Athletics Series, which includes the third-largest sporting event in the world, the biennial IAAF World Championships. The rights also include all marketing and licensing rights worldwide.
“The extension of the present agreement with Dentsu, which already ran until 2019, for a further 10 years to 2029 provides an extraordinary guarantee of financial security for the IAAF and its member federations,” IAAF president Lamine Diack said.
“As I prepare to step down as president in 2015, I am proud to leave a secure legacy to my successor which insures that athletics is ready to meet the worldwide challenges of a fast changing sport and leisure culture.”
The events that make up the IAAF World Athletics Series are the World Championships, World Indoor Championships, Continental Cup, World Relays, World Junior Championships, World Youth Championships, World Cross Country Championships, World Half Marathon Championships and World Race Walking Team Championships.