POSTED: Monday December 28th 2009
FOR IMMEDIATE RELEASE

IAAF looks for marketing as well as sporting success

Monaco Despite challenging economic times, the IAAF can look back with satisfaction at the events of 2009 with dynamic marketing and TV successes encapsulated in the launch of the new IAAF brand.

Monaco - Despite challenging economic times, the IAAF can look back with satisfaction at the events of 2009 with dynamic marketing and TV successes encapsulated in the launch of the new IAAF brand.

Seven international sponsors and two international suppliers were directly associated with the sporting success of the IAAF World Championships in Berlin, where broadcast coverage reached a record 201 territories and Germany achieved record ratings. Millions of unique visitors visited the IAAF competition website and there was impressive city activation at the “Kulturstadion” sponsored by Samsung next to Berlin’s Brandenburg gate.

In 2009 the IAAF gained a significant new global sponsor with Samsung signing up until 2011. Long term partner Seiko also renewed its sponsorship until 2013 extending a 25 years association with the IAAF.

In the field of broadcasting, the IAAF reached a partnership agreement for its international media rights in Europe and Africa with IEC Sport after a long tender process. This agreement, together with the IAAF’s long term relationship with worldwide marketing partner Dentsu, provides guaranteed financial security to the IAAF until 2013.

IAAF and Dentsu are restructuring the licensing rights with a view to developing a more centralised licensing programme in 2011.

The IAAF also successfully launched a new commercial programme of direct support to its continental associations, with Samsung and Adidas being the first to sign up.

Finally, Spikes, the IAAF’s consumer magazine, ended its second year of existence with an edition in Germany, while the English language edition won two awards at the prestigious International Consumer Publications Awards. A US edition of Spikes is planned for 2010.

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Keywords · IAAF · Samsung · Dentsu · IEC Sport · Adidas

Name: Nick Davies
Organization: IAAF
Email:
Phone: +377 93 10 88 62
URL: http://www.iaaf.org/index.html

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