HomeAnalysisAthleticsAfrica

IAAF gains revenue uplift from Dentsu guarantee

The International Association of Athletics Federations (IAAF) has negotiated an increase on its current minimum guarantee from Japanese media agency Dentsu for the global marketing and licensing rights, and media rights outside Europe and Africa, to the World Athletics Series, from 2020.

You need to have a subscription to access this content

If you would like more information on our Sponsorship product please contact our sales team

Already have an account? Sign in here

Most recent

Elite players increasingly refusing to engage with brands they don’t approve of Sponsor contracts with leagues and federations do not guarantee access to named individuals

BNP Paribas previously held title rights Billie Jean King Enterprises instrumental in deal Sponsorship underpins uplift in prize money

Three deals have expanded firm’s regional footprint and improved tech and sales capabilities

The sports sponsorship sector is facing a squeeze from multiple angles with doubts emerging about the long-term viability of the crypto sector, betting marketing spend threatened by government legislation and a cost-of-living crisis thrown into the mix. We asked five agencies about the future direction of the sector.