Adidas’ decision to terminate its sponsorship deal with IAAF comes as no surprise given the revelations surrounding the doping scandal and while the decision was influenced by the morals of the situation, it has also been a pragmatic one which illustrates the evolution of sports marketing.
The German company’s 11 year supplier contract with the International Association of Athletics Federations (IAAF) was due to run until the end of 2019 however the claims of “state sponsored doping” led Adidas to walk away from the scandal ridden organisation.
It’s unlikely that this was a reluctant retreat however as the £23m ($33m) Read full story ›
Source: The Drum
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