Adidas to end IAAF sponsorship deal….

Jessica Ennis image used in IAAF Partners section for Adidas 880x466 (Getty Images)

Adidas, the IAAF’s (the International Association of Athletics Federations) biggest sponsor, has told athletics’ world governing body it is to terminate their sponsorship deal four years early. The sportswear giant informed the IAAF of its decision last week and it is understood to be a direct result of the doping scandal sweeping the sport. Neither Adidas nor the IAAF confirmed the split but both issued short statements. They both referenced the “reform process” currently under way as the IAAF attempts to come to terms with a number of damaging revelations. They also claimed they were “in close contact” with each other, with the IAAF insisting it was in close contact with “all its sponsors and partners”. The 11-year sponsorship deal with Adidas was due to run until 2019 and was reportedly worth $33m. This means the projected lost revenue for the IAAF and its agency Dentsu over the next four years will be more than $30m.

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