Good food, good life, good image: Nestle terminates sponsorship with scandal-hit IAAF - Firstpost

Good food, good life, good image: Nestle terminates sponsorship with scandal-hit IAAF

Updated: Feb 11, 2016 18:22 IST

#Corruption   #IAAF   #Nestle   #Sebastian Coe   #SportsTracker  

Geneva, Switzerland: Nestle has terminated a sponsorship programme with world athletics' governing body (IAAF) over fears that the corruption and doping scandals surrounding the sport could damage the company's reputation, a spokeswoman said Wednesday.

"I confirm that we have decided to end our partnership with the IAAF Kids Athletics programme with immediate effect," Nestle spokeswoman Lydia Meziani told AFP in an email.

"This decision was taken in light of negative publicity associated with allegations of corruption and doping in sport made against the IAAF," she added.

Representational image. AFP

Representational image. AFP

Nestle, the world's largest food company, became in 2012 the main sponsor of a programme aimed at promoting athletics for youths worldwide.

But Meziani said Nestle decided to "terminate (its) existing relationship with theIAAF" because a continued partnership "could negatively impact our reputation and image."

The IAAF is facing crises on multiple fronts, including widespread allegations of corruption and bribery under disgraced former boss Lamine Diack.

The world body said it was in negotiations with Nestle.

"The IAAF is in discussion with Nestle concerning the final year of its five-year partnership with IAAF Kids' Athletics," said an IAAF statement.

"This has been a successful programme with 15 million kids aged seven to 12 years in 76 countries taking part in fun team activities which promotes a healthy, active lifestyle.

"In 2016 IAAF Kids' Athletics plans to reach a further 15 countries, training 360 lecturers, instructing 8,640 physical education teachers, with three million children participating by the end of the activation."

Separately, world athletics' new boss Sebastian Coe has faced criticism following Russia's ban from the sport for what a commission of the World Anti-Doping Agency's (WADA) described as "state-sponsored" doping.

WADA's report claimed that the IAAF governing council must have known about corruption orchestrated by Diack, and about doping in Russia.

Since the scandals broke, Coe has been travelling the globe, notably in Asia, where he has sought to shore up support for IAAF, hoping to ease the concerns of corporate backers weary of being tied to a tainted organisation.

Speaking in Tokyo on Monday, Coe said "the journey back to trust is one of an uncertain length, but we have to make changes."

Nestle said it had informed the IAAF of its decision and would "await a formal acknowledgement from them that our partnership has ended".

The defection of Switzerland-based Nestle as a sponsor came after the IAAFadmitted last month that it was battling to retain corporate backing, amid reports that Adidas was also walking away.

The deal with the German sportswear giant signed in 2008 and reportedly worth tens of millions of dollars was due to run until 2019.

Independent investigations have found that corruption was embedded in the IAAFduring the tenure of Diack, a Senegalese national now facing criminal charges in France.



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