At the beginning of this year, Adidas announced hopes and the IAAF cancelled the contract. Now this multi-tasking force finally has the following. Japanese sports brand Arthur Asics will replace Adidas as the new official sponsor of the IAAF.
According to the previous agreement, Adidas will sponsor the IAAF until 2019. The 11-year sponsorship contract amount is at least US$33 million. Adidas stated in the statement that it will continue to support athletics in the future and pay more attention to individual track and field athletes.
For Adidas, the sponsorship in the past year has been somewhat confusing. In 2016, the two biggest corruption scandals in sports, FIFA and IAAF are just the top sponsors of Adidas. Compared with FIFA’s “strong-manicured†personnel reorganization, the IAAF scandal was a follow-up. In August last year, Sebastian Coe took over Diak as the new chairman and in November Diac He was arrested on suspicion of corruption; immediately after the Russian Federation of Athletics was caught in a doping investigation, even the new chairman, Sebastian Co., was involved.
In addition, although the reputation of FIFA has been stinking, but its hands in the World Cup resources are still unaffected, and stimulants, as well as behind the right trading, is the track and field can never be avoided. According to a French prosecutor’s statement, the former IAAF’s former President Diaik was arrested for delaying the doping of stimulants for Russian athletes in 2011 in exchange for money.
In addition, the influence that the IAAF can bring to Adidas is relatively limited. Despite the billboards of the main sponsor Adidas can be seen around the stadium, it is Bolt’s endorsement of the Hummer and the huge Nike Legion. Adidas specifically mentioned in the contract renewal statement that it is necessary to strengthen individual sponsorship for athletes.
As a new sponsor, Asics's takeover is also in line with its recent series of investment intents. As a sponsor of the 2020 Tokyo Olympics, Asics is eager to take over the top resources of European and American brands in international competitions. Asics hopes to achieve a net consolidated sales of 750 billion yen (equivalent to US$ 6.57 billion) by 2020. The establishment of the Japanese national brand in 1949 has been somewhat inconsistent in the international arena.
In addition, including Canon, Toyota, Seiko, and TDK, most of the current sponsorships of the IAAF are from Japanese companies.
Reprinted from: Curiosity Daily
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