Athletics

The new World Athletics Ultimate Championship, a biennial event that currently sits outside the federation’s existing rights agreements, will give organisers “more skin in the game” in terms of inventory, according to the body’s president Sebastian Coe.

Chinese electric car brand Zeekr is looking to fill major marketing and brand positions in Europe as it backs an awareness drive that includes sponsorship of the Diamond League

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.

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.

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.

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…

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.

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

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

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.

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…

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

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

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

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

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,…

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…

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