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Will ASICS’ Deal with the IAAF Generate Gains in the Market?

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The International Association of Athletics Federations has agreed to a long-term partnership with Asics Corp., according to people familiar with the matter, giving the global governing body of track and field a new outfitting sponsor after Adidas AG terminated its agreement early. PHOTO: JONATHAN MOORE/GETTY IMAGES

Source: Asics Reaches Sponsorship Deal With Global Track Federation – WSJ

Sara Germano reported today that Asics is sponsoring the IAAF. This past year ASICS came in second as far as marketshare for the running shoe market behind Brooks. A while back I spoke with Greg Nixon who was a former endorser of Asics but has since branched out to do his own apparel and he discussed that a lot of the agreements that are in place benefit agencies and not athletes. He is currently launching Nix Athlete with a patent pending product. He was also one the former head guys at USTAF and they were fighting for a better system for athletes that increase pay and gain better endorsements for the athletes. I have to wonder if ASICS throwing money behind the IAAF is really going to benefit them since the athletes are able to wear their sponsored gear anyway and because of sponsorship affiliations athletes don’t all compete in the same events? I also have to question if the money that ASICS used for this sponsorship would have been better served creating a marketing opportunity through an event series for track and field. Click through to read the WSJ article.