Endorsement and sponsorship are important to stay afloat in athletics and the future of IAAF looks bright.

Their marketing and promotional spots are all finalized and filled, some even months ahead before any event.

That’s how supportive the sponsor are such as Adidas, and the demand from the public to see top flight athletics fueling such interest from both advertisers and organizers.

IAAF President Lamine Diack was quoted, “As well as the success of our athletes during 2008, the IAAF is pleased to have been able to conclude various long term sponsor deals with companies such as Toyota, Mondo and Adidas. In particular, I am delighted that the Adidas agreement has provided the IAAF with considerable cash, value in kind and support to Continental Associations, Regional Development Centres and High Performance Training Centres. If you add the marketing achievements to a number of important TV deals, then we can face the future with confidence, especially as the World Championships in Athletics in Berlin will be THE biggest world sport event this year. I believe the sport can be a commercial as well as sporting success in 2009.”

IAAF Marketing and Promotional highlights:

• Almost all TV deals for the 2009 World Championships in Berlin have been finalized 8 months prior to the start of the event where record participation and strong coverage is expected.
• Beyond the IAAF World Championships in Berlin, the IAAF has finalised important long term TV deals covering key markets such as China, Korea, the Middle East and Brazil while negotiations are close to conclusion for Japan and the USA.
• In 2008 the IAAF launched a consumer magazine and website, Spikes, to offer a unique voice for athletics, to promote new heroes and to reach a new type of athletics’ fan. www.spikesmag.com
• In 2008 the IAAF stepped up efforts to support stadium and city branding as well as city activation at major IAAF competitions with the 2008 IAAF World Indoor Championships in Valencia setting a new standard
• In 2009 new initiatives by the IAAF will include the launch of a new IAAF brand and branding system, further improving TV and sponsorship sales and delivering better stadium and city branding at major events, particularly Berlin 2009.