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  • Lucozade puts fizz into new UK Athletics deal

    1 February 2009 | NewsAthletics, Sponsorship

    Lucozade Sport will become the first official sports nutrition supplier to UK Athletics (UKA) after striking a deal with the British governing body. The company, which subjects all its products to independent tests for substances banned by the World Anti-Doping Agency (WADA), will provide a range of nutrition products to… [Read more]

  • BBC deal a big boost for UK Athletics

    28 January 2009 | NewsAthletics, Media Rights

    Length of contract: 5 years | Annualised value: US$650,000 | Overall value: US$3.25m Live athletics will be available on free-to-air UK television until at least 2014 after the BBC agreed a deal with UK Athletics (UKA) to remain as broadcaster for its major indoor and outdoor events for the next… [Read more]

  • China Telecom add prestige to Asian Games

    22 January 2009 | NewsAthletics, Sponsorship Contract

    China Telecommunications Corporation (China Telecom) has signed a deal with the Guangzhou Asian Games Organising Committee (GAGOC).The deal sees the telecoms company become a ‘Prestige Partner’ of the 16th Asian Games, which will take place at the end of 2010. Under the deal it will develop and provide a comprehensive… [Read more]

  • IEC adds to IAAF portfolio

    16 January 2009 | NewsAthletics, Agencies

    Length of contract: 1 year | Annualised value:US$200,000 | Overall value:US$200,000 The agency IEC in Sports has renewed its television distribution arrangement with the FBK-Games, the Netherlands' only International Association of Athletics Federations (IAAF) Grand Prix event, for the 2009 competition. The games, held at the start of June, take… [Read more]

  • Triathlon on the fast track to a new image

    15 January 2009 | NewsAgencies, Athletics

    Length of contract:3 years | Annualised value:US$50,000 | Overall value:US$150,000UK-based sports marketing agency Fast Track have been appointed by the British Triathlon Federation to develop the sport’s image during the build-up to the London 2012 Olympics. “British Triathlon sought to identify a partner that could significantly enhance the promotion and… [Read more]

  • Dextro Energy sign up with triathlon

    14 January 2009 | NewsSponsorship, Athletics

    Length of contract: 1 year | Annualised value: US$1.4 million | Overall value: US$1.4m Sports nutrition company Dextro Energy has agreed a deal with the International Triathlon Union (ITU) to sponsor the ITU World Championship Series. A record US$2 million will now be at stake in the battle to become… [Read more]

  • IAAF seal deal with Adidas

    31 December 2008 | NewsAthletics, Sponsorship

    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… [Read more]

  • JAAA goes with the Flow

    31 December 2008 | NewsSponsorship, Athletics

    Jamaica’s first broadband provider, Flow, has signed a US$5.5 million sponsorship deal, to run over the next three years, with the Jamaica Amateur Athletic Association (JAAA). It is hoped that the partnership will boost the JAAA’s current Athletics Intervention Programme, which seeks to ensure that young athletes receive the appropriate… [Read more]