Adidas has announced that it is withdrawing from sponsoring world athletics due to Seb Coe’s commitment to turn athletics into a drug-free sport.
Arvo Johnson-Jones, Adidas VP Global Branding & Comms said ‘The main reason we sponsored athletics was the fantastic array of role models it provides to early adopters in our core markets … pimps, drug dealers, pushers and users in our great world cities around the globe. The hit of the Olympic 100m final in Seoul in 1988 was when we really saw the opportunity. It has been a mutually beneficial 27 years but it’s probably time to draw the line.’
Nike is rumoured to be considering their sponsorship relationship with FIFA, under pressure from major distributors in its core markets in Chicago, southern Italy, SE Asia and tennis.