Athletics

Athletics

The head of UK Athletics believes a new joint venture with London Marathon Events and the Great Run Company will allow it to create compelling new cross-property sponsorship opportunities and introduce a new spirit of ‘entrepreneurialism’ to the national governing body.
Athletics

Puma's longstanding relationship with the Jamaica Athletics Administrative Association (JAAA) could be tested amid reports of a new kit supplier deal tabled by rival Adidas.
Athletics

World Athletics today announced electronics giant Sony as a new sponsor on a three-year term, the latest in a string of Japanese brands supporting the governing body.
Athletics

The continued absence of a title sponsor and long-term broadcast partner has thrown a spotlight on the financial plight of UK Athletics (UKA), which was spared from bankruptcy by Nike frontloading a significant…
Athletics

World Athletics has announced a new global sponsorship deal with UK management consulting firm Deloitte on the eve of the 2023 world championships in Budapest.
Athletics

World Athletics has signed manufacturing company NTN as another main sponsor from the Japanese market
Athletics

USA Track & Field (USATF), the governing body for American athletics, has announced Prevagen as its official 'brain health supplement'
Athletics

Workwear and equipment brand Würth MODYF has agreed a sponsorship deal with European Athletics which names Würth MODYF as a top-tier official partner of European Athletics for the 2023-24 season.
Athletics

Retailer Dick's Sporting Goods has announced a multi-year partnership with the Boston Athletic Association (BAA) in a deal that makes Dick's the official retail sponsor of BAA events, beginning with the…
Athletics

The Bank of America has doubled its brand presence among the World Marathon Majors by adding Boston Marathon 'presenting partner' rights to its role as title sponsor of the Chicago Marathon
Athletics

The Sportfive agency has stepped up its engagement with the Boston Athletic Association (BAA) by being appointed to lead the search for the next primary sponsor of the Boston Marathon
Athletics

German dairy products company Müller will end its long-running main sponsorship of UK Athletics at the end of this year.
Athletics

John Hancock, the Boston, Massachusetts-based insurance company, will end its position as the principal sponsor of the Boston Marathon after the 2023 race on the expiration of the current deal
Athletics

The Chinese arm of international talent marketing agency CAA has agreed a partnership with the commercial wing of the Chinese Athletics Association around the commercialisation of athletes and events,…
Athletics

The Infront agency has acquired a minority stake in the Sydney Marathon and will market its commercial rights as it becomes the third candidate to seek an expansion slot among the World Marathon Majors…
Athletics

Sports marketing and data technology company Two Circles has been appointed by UK Athletics to help develop and execute marketing strategies that drive commercial revenue growth for the governing body
Athletics

The Athletics Federation of India (AFI) has announced a “long-term” sponsorship agreement with Mumbai-based conglomerate Reliance Industries ahead of the Oregon 2022 World Athletics Championships.
Athletics

UK legal firm Irwin Mitchell has signed as the ‘Official Legal Partner’ to UK Athletics in a three-year agreement.