ASICS Signs Massive Ten-Year Sponsorship Renewal With IAAF

Japanese sports shoes and apparel manufacturer, ASICS, has signed a ten-year sponsorship extension with the International Association of Athletics Federations (IAAF), furthering the company’s commitment to growing the sport.

As Official IAAF Partner, ASICS will be present at and involved in all World Athletics Series events from 2020 to 2029, including the World Athletics Championships 2021 in Oregon and the World Athletics Championships Budapest 2023.

As part of the agreement, ASICS will kit out the officials and volunteers at all IAAF World Athletics Series events with ASICS’ footwear and apparel that will ensure the smooth running of these events.

Asics first partnered with the IAAF in December 2016 as its official supplier, replacing Adidas who ended its deal with the sport’s world governing body three years early amid the Russian doping scandal and corruption allegations concerning former president Lamine Diack.

For ASICS this important partnership will allow a strategic expansion of its brand recognition internationally by association with the world’s top athletics events that are viewed by significant global audiences.

Motoi Oyama, Asics chairman and chief executive, said: “The signing of this multi-year agreement is a demonstration of Asics’ hope to both develop excellent products and contribute to the growth of the sporting world as a whole by supporting athletics around the globe as an official partner of the IAAF.”

Sebastian Coe, IAAF president, added: “This new agreement is a huge endorsement of a bright future for athletics whose universality and diversity make it a natural partner for a global corporation like Asics.

“We are excited to have a partner who shares our vision for a youthful innovative sport that promotes fair competition and healthy living.”

It is the second major deal this week for the IAAF, which will rebrand as World Athletics following the ongoing World Championships after it named China’s Wanda Group as the title partner of the Diamond League series.

The IAAF has reportedly described the ten-year agreement with Wanda, thought to be worth more than US$100 million, as the biggest commercial partnership in athletics history.

ASICS has also signed a deal to become a Gold Partner of the 2020 Olympic and Paralympic Games in Tokyo.