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Adidas confirms early end to IAAF partnership, replacement lined up

German sportswear giant Adidas has today (Friday) confirmed an early end to its top-tier partnership with the International Association of Athletics Federations (IAAF), which said it has already secured a new deal with another company.

Adidas signed an 11-year deal with the IAAF in November 2008 and currently serves as an official partner alongside Canon, Seiko, TBS, TDK and Toyota. Reports in January suggested that the German company was looking to sever its ties with the body in light of the doping and corruption scandal that has engulfed world athletics.

In March, Adidas’ then chief executive Herbert Hainer insisted the reports were not true and that the company remained in discussions with the IAAF, adding “we will watch very closely what they are doing with this problem.”

However, Adidas said in a statement reported today by the Reuters news agency: “Adidas and the IAAF have agreed to terminate their existing partnership agreement in mutual agreement at the end of 2016.

“We would like to thank the IAAF for a successful and professional co-operation and we wish them all the best for the future. Adidas will continue to remain committed to the sport of athletics by putting a higher focus on individual athletes as part of its company strategy.”

In response, the IAAF said: “While our commercial relationship concludes at the end of 2016, the IAAF is pleased that Adidas remains committed to athletics. The IAAF will shortly make an announcement of a new official IAAF partner in the same category.”