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London 2017 signs new partners

Food products manufacturer Jordans Cereals has agreed a deal to sponsor this year’s edition of the International Association of Athletics Federations’ World Championships, while sports equipment brand Nordic Sport has partnered with the World Para Athletics Championships, which get underway on Friday.

Both events will take place in London at the venue formerly known as the Olympic Stadium, with the World Para Athletics Championships to run from July 14-23, and the IAAF World Championships to be held from August 4-13. 

Jordans Cereals will serve as an official supplier of both events, while Nordic Sport will partner with the World Para Athletics Championships only.

Jordans Cereals will provide 350,000 cereal bars to athletes, coaches, officials and other staff working during the two events, with Nordic Sport to provide athletic equipment for the World Para Championships.