Sportswear manufacturer Adidas and the International Association of Athletics Federations (IAAF) have signed an 11-year partnership. The deal see Adidas hold the worldwide sponsorship rights for all IAAF World Athletic Series events from 2009 until 2019.

Under the agreement, Adidas will be the official IAAF athletic sponsor and licensee product supplier. The partnership incorporates every aspect of athletics, from product creation, to grassroots development and retail distribution. Adidas will now be the official sponsor of the 2009 IAAF World Championships next summer in Berlin.

Herbert Hainer, chairman and chief executive of Adidas said: “The heritage of the Adidas brand is closely linked with the legacy of athletics and the IAAF, therefore, we are very proud to announce our new partnership with IAAF and we are looking forward to shaping the future of athletics together at all levels in the coming years.” The deal was masterminded by the IAAF’s marketing director Luis Carulla.

The organisation’s president Lamine Diack was delighted and added: “Adidas is more than just a major business corporation. It is a company that has deep roots in the sport of athletics and has also been a good partner of the IAAF in the past. I am delighted that we are re-signing with Adidas, a brand that understands and loves the sport of athletics.”

Length of contract: 11 years

Annualised value: US$3 million
Overall value: US$33 million