Finding sponsors in this day and age is a difficult task. Congrats are in order for the IAAF for finding a new Golden League sponsor. AF is one of the premier global players in IT testing, headquartered in Stockholm.
What is great about this sponsorship agreement is that it is a two year deal, the sponsor is not the typical global footwear company and the addition of non Japanese sponsors shows the global opportunities in the sport.
Monte-Carlo – The IAAF is pleased to announce the signature of a two year agreement with the Swedish company Ã…F for the title sponsorship of the Golden League.
A press conference for Swedish media is being organized today by Ã…F at its HQ is Stockholm while the international launch of the 2008 edition of the Golden League will take place on 7 March, on the occasion of the IAAF World Indoor Championships in Valencia.
Ã…F will receive a comprehensive package of rights throughout all 6 Golden League events including the naming rights of the competition that will now become the Ã…F Golden League as well as the right to have its logo inserted in the new Golden League logo.
This is a major sales breakthrough for the IAAFâ€™s most prestigious international circuit of 1 day competitions: â€œThe IAAF is very happy to start a new relationship with Ã…F,â€ said IAAF President Lamine Diack. â€œThe Golden League is a key promotional tool for athletics, and the six meeting series offers fans all over the world a compact, dramatic stage on which to admire the best athletes in the world. Now that it has developed into such a recognisable brand, we believe that the Golden League deserves a partner like Ã…F.â€
The AF Group is a leader in technical consulting with more than a century of experience. Ã…F offers highly qualified services and solutions for industrial processes, infrastructure projects and the developments of products and IT systems. Ã…F is also one of the leading names in certified third-party testing and inspection work. â€œWe see the collaboration as an important part of our ambition to raise Ã…F to a new international level. We will be an active partner and we believe that our expertise within technology and the environment can benefit athletics,â€ said Ã…Fâ€™s Managing Director and CEO, Jonas WistrÃ¶m.
Today the AF Group has close to 4,000 employees in over 15 countries, with business and clients from all over the world. Susanna Kallur, one of Swedenâ€™s most successful track athletes and a favourite for Olympic gold in the 100m Hurdles, is employed by the Groupâ€™s Corporate Information Department.
IMG is the Marketing Agency for the IAAF for the Golden League sales of international TV rights and the title sponsor and brokered this deal on behalf of the IAAF. â€œThe Ã…F Golden League deal is an excellent merger of a high profile international sports brand and a competent and expanding companyâ€ said Kristian HysÃ©n, Senior Vice President at IMG Media.
Cities and Dates for 2008 – Ã…F Golden League
Berlin, GER â€“ Sunday 1 June
Oslo, NOR â€“ Friday 6 June
Rome, ITA â€“ Friday 11 July
Paris, FRA â€“ Friday 18 July
ZÃ¼rich, SUI â€“ Friday 29 August
Brussels, BEL â€“ Friday 5 September
For the official photo and press release: