New brand for International Athletics

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MONTE CARLO--International Athletics is to be given coherent global branding under a new 10-year agreement between the International Amateur Athletic Federation and sports marketing agency ISL Worldwide.

The new look, promoted through IAAF marketing and broadcast partners(appointed by ISL), will aim to strengthen the position of the federation's events as among the most popular in the world by giving it moreexposure and consumer relevance, according to ISL. The branding exercise is a key part of a new marketing and media strategy for IAAF athletics and its premier events.

The agreement sees ISL continue as the IAAF's marketing, TV and media partner, responsible exclusively for the commercial exploitation of all IAAF marketing, licensing, merchandising and media rights worldwide. ISL first worked with the IAAF in 1983.

In Europe, top IAAF athletic events will continue to be promoted through the IAAF's long-term partnership with the European Broadcasting Union. ISL claims broadcast partnerships are also in place in other important markets, such as Japan.

Copyright January 2000, Crain Communications Inc.

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