Adidas end iaaf sponsorship deal

A significant development in the world of athletics!

Yes, you're correct. Adidas has announced that it will not renew its sponsorship deal with the International Association of Athletics Federations (IAAF), which was set to expire in 2029. The partnership, which began in 2008, was reportedly worth around €150 million (approximately $170 million USD) over 11 years.

The decision comes amid controversy surrounding the IAAF's handling of doping cases, particularly in the wake of the Russian doping scandal. Adidas has been a vocal critic of the IAAF's anti-doping efforts, and the company's CEO, Kasper Rorsted, has publicly expressed concerns about the organization's ability to effectively combat doping in the sport.

In a statement, Adidas said that it would not renew its sponsorship deal due to "serious concerns" about the IAAF's governance and anti-doping policies. The company also expressed disappointment with the IAAF's failure to implement meaningful reforms and its lack of transparency in handling doping cases.

The IAAF has faced intense scrutiny in recent years, including allegations of corruption and a lack of effective anti-doping measures. The organization has been criticized for its handling of high-profile doping cases, including those involving Russian athletes.

The loss of Adidas' sponsorship is a significant blow to the IAAF, which relies heavily on sponsorship revenue to fund its operations. The organization has already lost several major sponsors in recent years, including Nike, which ended its sponsorship deal with the IAAF in 2016.

The IAAF has announced that it will continue to work with its existing sponsors and is exploring new opportunities to secure additional funding. However, the loss of Adidas' sponsorship is a significant setback for the organization, and it remains to be seen how it will impact the sport of athletics in the long term.