World Athletics signs multi-year global sponsorship agreement with Deloitte

From January 1, 2024 to December 31, 2029, Deloitte will sponsor World Athletics and the World Athletics Series.

The international governing body for the sport of athletics, covering track and more, World Athletics has announced a multi-year global sponsorship deal with the UK management consulting firm, Deloitte.

From January 1, 2024, to December 31, 2029, Deloitte will sponsor World Athletics and the World Athletics Series while offering the organisation’s management consultancy and sports operations services. To improve the fan experience and encourage athletes to attract prospective supporters, Deloitte will make use of its expertise in data and digital transformation.

Furthermore, in order to improve World Athletics’ offerings and assist the organisation in creating new tournament formats and merchandise, the company will also analyse fan attitudes and behaviour.

Deloitte and World Athletics have been working together, and the firm assisted in the running of the governing body’s worldwide stakeholder survey in 2021 to develop a “World Plan” for athletics from 2022 to 2030.

World Athletics, President, Sebastian Coe, said, “We have already benefitted from the expertise Deloitte has to offer, especially in digital transformation and data analytics, and we’re delighted that we have reached a formal agreement which will help World Athletics achieve our innovation and growth agenda over the next six years.”

Sami Rahal, Chief Executive of Deloitte Central Europe, said, “Our partnership brings together two powerhouses that embody deep knowledge, vast experience, and significant influence within their respective sectors. This partnership signifies not only a significant milestone for both organisations but also represents a stride towards the continued growth and elevation of athletics worldwide.”

Deloitte, which was established in 1845 and has its headquarters in London, helps businesses redefine their strategies, incorporate sustainability into their operations, abide by legal and transparency requirements, and quicken organisational change. With the aid of innovative techniques, cutting-edge technology, an in-depth understanding of the sector, and lessons learned along the way, it assists organisations in significantly integrating sustainability into decision-making and operations.

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