IAAF President Sebastian Coe received support from Mondo, the IAAF’s official supplier partner, but the Italian company admits the federation’s reputation has been “damaged” over the doping and cover-up allegations. The backing of Coe by Mondo is a rare public demonstration of support for the under-fire president of the IAAF. Mondo, which makes the running tracks for the Olympics and World Championship events, has been a commercial partner of the IAAF for nearly 30 years. Although only a small partner in commercial terms, Mondo’s support will be welcome relief for Coe, who is still reeling from adidas and Nestlé ending their sponsorships with the IAAF. Last year, before the explosive allegations in the WADA report were released recommending that Russia be banned from athletics competition amid allegations of cover-ups and doping, the Italian company renewed its partnership with the IAAF until '24.
CONCERN OVER FALLOUT: Despite publicly backing Coe and the IAAF, Mondo expressed concern of other sponsors following adidas and Nestlé. Maurizio Stroppiana, general manager of Mondo’s sports division, said, “What happened is now being looked after. Unfortunately, it has damaged the reputation of the IAAF. But on the other hand, there is new management in place and a new president and I suppose we have to give time and support in order to improve and resolve these problems that arose. This is our stand. I think they [the IAAF] are going to do whatever is in their power to make sure it doesn’t happen again.”
THE RIGHT STUFF?: Asked whether Coe was the right man to lead the organization, Stroppiana said, “We have confidence in him. We were sponsor of the London Olympic Games. And you know the outcome of those Games? Amazing.”
However, he added that he “would be very concerned [if more sponsors cut ties with the IAAF] because that would probably make it difficult for the IAAF and its wellbeing.”
It is unclear how much the Mondo deal is worth, but it will be considerably less than the IAAF’s deal with adidas, which is reported to be worth as much $8M a year.
Adidas ended its deal last month, which was followed by Nestlé ending its kids’ athletics deal over fears the doping scandal engulfing the IAAF could damage its brand, a move that infuriated Coe.
It is understood that Dentsu, which controls the IAAF’s sponsorship and marketing rights, is now on a concerted push to find new sponsors.
Other IAAF commercial partners include TDK, Canon, which has also publicly backed the IAAF, Toyota and Seiko.
John Reynolds is a writer in London.
