Iaaf Renews Denstu Marketing Contract

World athletics governing body the IAAF has renewed its contract with sports
marketing agency Dentsu to handle the commercial sales process for a raft
of IAAF events and properties.

The new ten-year deal extends the existing agreement, which runs until 2009,
through to the end of 2019.

The IAAF said the deal not only ‘guarantees financial stability’ but
increases income for the IAAF and provides ‘the opportunity for the IAAF to
implement its own products within clearly defined areas such as generic TV
programming, publications and licensing’.

Dentsu will continue as the worldwide marketing partner of the IAAF for the
IAAF World Athletic Series which includes all World Championships and the IAAF
World Athletics Final and to sell the media rights outside Europe (excluding
sub-Saharan Africa).

Said IAAF president Lamine Diack: ‘There can be few, if any other,
international sports association or federation which can presently offer a
guarantee of financial security to their members such as the one provided by
this new agreement with Dentsu which virtually extends to the end of the second
decade of this century.’