Nestlé Drops Iaaf Sponsorship

11 Feb 2016 | tshego

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Food and drinks brand Nestlé has ended its sponsorship deal with the International Association of Athletics Federations (IAAF) over fears the doping scandal could damage its image.

The decision was taken with “immediate effect”, with IAAF president Lord Coe said to be angered by the decision and that he would “not accept it”, according to the BBC.

Coe added in a statement: “We will not accept it. It’s the kids who will suffer.”

Nestlé, who funded a kids’ athletics programme that helps 15 million children aged seven to 12 years old in 76 countries (including in Togo, pictured above), had one year left of the five year deal it signed in 2012.

Nestlé follow in the footsteps of adidas who ended its 11-year sponsorship deal, reportedly worth £5.6m a year, last month.

Announcing the early exit from the contract, Nestlé said in a statement: “We have decided to end our partnership with the IAAF Kids programme with immediate effect.

“This is our decision given the negative public perception regarding corruption allegations and doping in sport against the IAAF. We believe that this could adversely affect our reputation and image and therefore have terminated the existing contract.

“We have informed the IAAF of our decision and are waiting for a formal confirmation that our partnership has ended.

The IAAF said it remained “in discussion with Nestlé concerning the final year of its five-year partnership.”

“This has been a successful program with 15 million kids aged seven to 12 years in 76 countries, taking part in fun team activities which promotes a healthy, active lifestyle.”