THE IAAF is expected to offer Nike the opportunity to take over as a top sponsor from rivals Adidas after it was revealed the German sportswear giant is set to end its deal four years early.
Adidas is in talks with athletics’ world governing body to pull the plug on its sponsorship in the wake of the doping scandal which has rocked the sport.
Sources have confirmed that Adidas’ lawyers are looking to end the deal but IAAF insiders insist it will not be a major financial blow to the organisation.
The IAAF may not suffer financially as it sold the rights to Japanese-based marketing agency Dentsu which then sold them on to Adidas in 2008. The prospect of Nike being tempted to replace Adidas also looks possible, especially given the 38-year relationship between the company and IAAF president Lord Coe, who took over from Lamine Diack in August. Adidas would not confirm it wanted to end the sponsorship agreement but said it is in talks with the IAAF.
A statement from the company said: “Adidas has a clear anti-doping policy in place. Therefore, we are in close contact with the IAAF to learn more about their reform process.”
It follows two damning reports by the World Anti-Doping Agency’s independent commission which revealed “state-sponsored’’ doping in Russia and raised questions about widespread doping in other countries.
Adidas’ action is in contrast to its position with world football’s governing body FIFA, where it did not join with the other major sponsors in demanding reforms and for Sepp Blatter to quit as president.
The 11-year sponsorship deal with Adidas was due to run until 2019 and was reportedly worth $33 million (£23m).
The BBC has reported that taking into account the “value in kind” part of the agreement for kit and equipment the value could be as high as £5.6m a year.
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