IAAF President Sebastian Coe, left, celebrates signing a new 10-year deal with Japanese sports shoes and apparel manufacturer ASICS ©Getty Images

A new 10-year deal has been signed between the International Association of Athletics Federations (IAAF) and Japanese sports shoes and apparel manufacturer ASICS, it was announced here today. 

It is another boost for the IAAF - set to be rebranded as World Athletics after the World Championships, due to start here tomorrow - coming a day after the announcement of a major 10-year multi-million dollar deal with Chinese conglomerate the Wanda Group to sponsor its flagship Diamond League.

ASICS had stepped as an IAAF sponsor in December 2016 a day after Adidas confirmed its  deal up to 2019 would be ending three years early due to the Russian doping scandal and corruption allegations about former President Lamine Diack rocked the sport to its core. 

Under its new deal, ASICS will have a role at all World Athletics Series events from 2020 to 2029, including the World Athletics Championships at Oregon in 2021 and Budapest in 2023, as well as the 2025 and 2027 events which have yet to be awarded. 

As part of the agreement, ASICS, celebrating its 70th anniversary after being founded in Kobe in 1949, will kit out the officials and volunteers at all World Athletics Series events with ASICS’ footwear and apparel.

"I am so happy to have the honour of continuing our support of the IAAF as an official partner," ASICS chairman and chief executive representative director Motoi Oyama said. 

ASICS had originally signed up as an IAAF sponsor in 2016 following the decision of Adidas to end their deal three-years early because of the Russian doping crisis ©ASICS
ASICS had originally signed up as an IAAF sponsor in 2016 following the decision of Adidas to end their deal three-years early because of the Russian doping crisis ©ASICS

"The signing of this multi-year agreement is a demonstration of ASICS’ hope to both develop excellent products and contribute to the growth of the sporting world as a whole by supporting athletics around the globe as an official partner of the IAAF."

In April 2015 ASICS had signed a deal to become a Gold Partner of the 2020 Olympic and Paralympic Games in Tokyo. 

"Global athletics is based upon solid foundations of modern governance and a renewed determination to protect and promote clean athletes," IAAF President Sebastian Coe said. 

"We are delighted to have the continued support and commitment of ASICS, a true sport performance brand, which will enable us to build on the successful partnership we began in 2017. 

"This new agreement is a huge endorsement of a bright future for athletics whose universality and diversity makes it a natural partner for a global corporation like ASICS. 

"We are excited to have a partner who shares our vision for a youthful innovative sport that promotes fair competition and healthy living."