Overview of major industries sponsoring athletics
Clothing & Accessories
Clothing & accessories was the most active industry sponsoring athletics with 39 active sponsorship deals as per GlobalData’s Sponsorship database. Adidas, the sportswear manufacturer, agreed on a deal to sponsor the French Athletics Federation (FFA). The four-year deal, announced in January 2022, covers the 2022 to 2025 period and is worth $11 million. As part of the agreement, Adidas will serve as the FFA’s kit supplier.
The largest deal signed by a company in the clothing & accessories industry was announced in 2014. The deal was first signed in 1991 and was renewed several times since then. The 2009-2013 agreement, which was concluded in June 2009, was valued at $10 million a year, with an option to renew through 2017 which was subsequently taken. In April 2014, a 23-year extension to the deal was announced for the period 2018-2040. The new deal is reportedly worth $450-500 million. NIKE maintains its status as an exclusive sponsor and supplier of products to the USATF team while being USATF's official sponsor in the footwear, apparel, and retail categories, and exclusive athletic footwear and apparel licensee within the running and route tracking/ management app and social network category.
Financial Services
Financial services is the second most active industry sponsoring athletics with 13 active deals as per GlobalData’s Sponsorship database. The most recent sponsorship deal was signed between Visa, a financial services company to sponsor Shelly-Ann Fraser-Pryce. The one-year deal announced in January 2022 was worth $0.58 million.
As per GlobalData’s Sponsorship database, another notable sponsorship deal was signed between Qatar National Bank, a commercial bank based in Qatar, which agreed on a deal to become an official sponsor of the International Association of Athletics Federations (IAAF). As part of the four-deal, announced in July 2018, the brand will be involved with the World Athletic series and Diamond league series, including the World Championships in Doha 2019.
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