Adidas has extended and amplified its partnership with the International Amateur Athletics Federation (IAAF). From 2009 until 2019, Adidas will be the official IAAF athletic sponsor, including global sponsorship rights for the IAAF’s World Athletic Series events – meaning all the world championships held by the IAAF, in nine categories. Adidas will have the right to outfit officials at these events, while its brand will be featured on stadium billboards. Furthermore, Adidas will be the IAAF’s licensed product supplier. Since 2004 it was Mizuno that held the rights for the World Series, while Adidas had a smaller deal as a development and sponsorship partner of the IAAF, sometimes taking over as sponsor for events in which Mizuno wasn’t investing. The new agreement with Adidas is wide-ranging, including joint efforts to work on the development of athletics, and Adidas involvement in retail distribution of IAAF products. Among the upcoming highlights, Adidas will be the official sponsor of the IAAF World Championships to be held in Berlin next August. The deal was outlined in Monaco over the weekend by Lamine Diack, president of the IAAF, and Herbert Hainer, Adidas chief executive, flanked by athletics stars such as Yelena Isinbayeva. Neither party disclosed the financial arrangements around the contract.