Samsung & IAAF Extend Sponsorship, Comments by Larry Eder



IAAF President Lamine Diack with Sangheung Shin, President of Samsung Europe, announcing a new marketing partnership between the IAAF and Samsung (Courtesy of IAAF, photo by Getty images).

In this day and age, it is a positive occasion when a global sports sponsor of the nature of Samsung, commits to renewing its sponsorship with the a major sports federation, in this case, the IAAF.

Especially with the success that athletics has had promoting itself via the web, digital TV, twitter, RSS feeds on phones, Samsung is a natural to position itself well and gain strong benefits.


Monte-Carlo - The IAAF is delighted to announce the conclusion of a worldwide marketing partnership with Samsung, the world’s leading consumer electronics‘ brand concerning the World Championships in Athletics.

Samsung has agreed to become an Official IAAF Partner of the 2009 and 2011 IAAF World Championships in Athletics and the 2010 IAAF World Indoor Championships.

Samsung will also help the above mentioned World Championships events with products and provide support for the IAAF's Continental and National Championships programmes, thus providing a more direct benefit to the IAAF Areas and Member Federations.

With the conclusion of this agreement, the IAAF secures its seventh marketing partner for the 2009 World Championships with the other partners being TDK, Toyota, adidas, Epson, Seiko and VTB as well as Official IAAF Supplier, Mondo.

This agreement is a further proof of the good health of the IAAF marketing programme that is commercialized by Dentsu, the IAAF’s worldwide exclusive marketing partner for the IAAF World Athletics Series.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 150,000 people in 134 offices in 62 countries, the company consists of two business units: Digital Media & Communications and Device Solutions. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, mobile phones and TFT-LCDs. For more information, please visit

IAAF President Lamine Diack said: “I believe that the IAAF and Samsung are natural partners. I am very proud that a top corporation like Samsung, which is already renowned for its work with the Olympic movement, has now agreed to become the partner of athletics, which has such a historic connection with the summer Olympic Games. This new partnership demonstrates the positive values and underlying strength of our sport and I am delighted that this agreement not only supports the IAAF, but also the IAAF’s Area Associations and 213 Member Federations in a more direct manner.”

Release courtesy of the IAAF

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