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Seiko extends long-running IAAF partnership

Japanese watch manufacturer Seiko has signed a long-term extension to its partnership with the International Association of Athletics Federations (IAAF).

The new 10-year deal will run until 2029, with Seiko to continue providing timing and measurement services to all 37 World Athletics Series events, including five World Athletics Championships.

Seiko first partnered with the IAAF at the 1985 World Indoor Games in Paris. Seiko has since served at 184 IAAF events, including 15 World Championships, and is currently finalising plans for September’s event in Doha.

The IAAF hopes the partnership will cement its position at the forefront of sports technology and enhance spectators’ understanding and enjoyment of athletics.

IAAF president Sebastian Coe said: “As we look forward to the next decade we know that innovation and technology in sport will change immeasurably and we look forward to continuing to offer our athletes, our fans and our media partners the latest technology and creative thinking in partnership with Seiko’s expertise and world-leading sports timing.”