Adidas has decided to terminate its sponsorship with the IAAF four years early as it looks to distance itself from the doping scandal sweeping the sport but industry analysts suggest the decision may not have been a “moral” one.
The sportswear giant is the biggest sponsor of the International Association of Athletics Federations (IAAF) and was due to remain so until 2019 after it signed an 11 year deal in 2008, reportedly worth £23m ($33m).
However the BBC has reported that Adidas informed the IAAF of its decision to terminate the relationship which is understood to be a direct result of the Read full story ›
Source: The Drum
Industry News
