Seiko Inks 10-Year Sponsorship Extension with IAAF

(ATR) Seiko has extended its partnership with the IAAF for 10 years through 2029.

Financial details were not disclosed but the deal is estimated to be worth tens of millions of dollars.

The Japanese company, which has partnered with the world athletics governing body since 1985, will supply timing and measurement services to all 37 World Athletics Series events during the period, including five world athletics championships. The 2019 edition takes place in Doha in September.

Since the 1985 World Indoor Games in Paris, Seiko has served at 184 IAAF events, including 15 worlds. The technologies developed by Seiko for athletics have evolved dramatically over the years. More data of ever greater precision is delivered more quickly and more widely to officials, athletes and audiences.

The IAAF said the 10-year term of the sponsorship deal will allow Seiko "to continue to develop its services to ensure that the IAAF remains at the forefront of sports technology and that spectator understanding and enjoyment of athletics is constantly enhanced".

IAAF president Sebastian Coe said: "As we look forward to the next decade we know that innovation and technology in sport will change immeasurably and we look forward to continuing to offer our athletes, our fans and our media partners the latest technology and creative thinking in partnership with Seiko’s expertise and world leading sports timing."

Seiko is one of the IAAF's five official partners, who also includeQatar National Bank (QNB), TDK Corporation, Tokyo Broadcasting System (TBS) and ASICS.

QNB, the largest financial institution in the Middle East and Africa, last November became a top-tier sponsor in a multi-year partnership.

ASICS came on board with the IAAF in 2016 after replacing long-time sponsor Adidas, which severed its ties with the governing body amid the federation's corruption and doping scandals.

Like Seiko, TDK Corporation and TBS may also renew with the global athletics body ahead of the Doha 2019 worlds.

The Japanese electronic components company has been an official partner of the federation since the first world athletics edition was held in Helsinki in 1983. TDK was theMen’s Bib Partner for the competition. In 2007, the IAAF and TDK extended their partnership until 2019.

The IAAF's sponsorship with Japanese commercial broadcaster TBS also expires this year. In 2009, a 10-year agreement was inked, making TBSone of the sport's longest standing partners; it first became an official IAAF broadcaster in 1997.

Further sponsorships linked to this year's Doha World Athletic Championships and future editions are expected to be announced in the coming weeks.

Reported by Mark Bisson

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