WHEN KOREAN electronics giant Samsung signed up as lead sponsor of the IAAF’s Diamond League series it was seen as an endorsement of the athletics federation’s attempts to provide a narrative around the sport. News that the company has taken up its option to extend for another year is great news for the sport and may point the way for others to follow.
This content is available to SportBusiness Sponsorship subscribers only
Talk to our team of experts about a subscription today
Already have an account? Sign in here