The International Association of Athletics Federations (IAAF) – the ruling body for track and field – has seen its agency partnership with Dentsu renewed for 15 years.
Set to run until 2029, the marketing deal will guarantee the IAAF with £11m a year until 2019 and then a minimum of £14m a year for the remainder of the contract.
The previous contract, agreed in 2007, was guaranteed until 2019. Dentsu and the IAFF first inked the deal in 2001, which provides exclusive global marketing and media rights.
Dentsu and the IAAF will continue to jointly develop new marketing programs with the objective of increasing the popularity of track and field and its events throughout the world.
The extension comes as IAAF president Lamine Diack is set to step down at the end of next year. He is expected to be replaced by Lord Seb Coe.