Running News Daily

Kenyan athletics icon Paul Tergat has thrown his weight behind Kenya’s ambitious campaign to host the World Athletics Championships in 2029 describing the nation as the true heartbeat of global distance running.

In a passionate message shared on X Spaces, the former marathon world record holder called on the international athletics community to experience the culture, heritage, and unmatched talent that have made Kenya one of the most dominant forces in the history of the sport.

“Kenya is inviting the world to experience running at its source,” Tergat said. “From the soil that produces legends, from communities where athletics is lived, breathed, and passed through generations.”

His remarks arrive at a time when Kenya is intensifying efforts to secure hosting rights for one of athletics’ most prestigious global events — a move that would mark a historic milestone for both the country and the African continent.

Few figures embody Kenya’s running excellence more than Tergat himself. The legendary distance runner became the first Kenyan man to set a marathon world record after producing a groundbreaking performance of 2:04:55 at the Berlin Marathon 2003. His record stood until 2007 and cemented his place among the greatest marathoners in history.

Before conquering the roads, Tergat had already established an extraordinary legacy in cross country running. Between 1995 and 1999, he achieved one of the sport’s rarest feats by winning five consecutive World Cross Country long-race titles, dominating an era filled with elite competition.

On the track, Tergat was renowned for his unforgettable rivalry with Ethiopian great Haile Gebrselassie. The Kenyan star captured Olympic silver medals in the 10,000m at both the 1996 Atlanta Games and the 2000 Sydney Olympics, while also earning silver medals at the 1997 and 1999 World Championships. Many of those races were decided in dramatic final laps, with Tergat and Gebrselassie pushing each other to historic performances.

His success extended beyond the track and marathon scene. Tergat claimed back-to-back IAAF World Half Marathon titles in 1999 and 2000 before later winning the prestigious 2005 New York City Marathon, further solidifying his reputation as one of the most versatile distance runners of his generation.

Away from competition, Tergat has remained deeply influential in Kenyan sport and athletics administration. He previously served as President of the National Olympic Committee of Kenya (NOC-K) and founded the Sports Personality of the Year Awards (SOYA), an initiative that continues to celebrate and recognize sporting excellence across the country.

For decades, Kenya has remained synonymous with excellence in middle- and long-distance running, producing generations of champions who have rewritten world records, conquered Olympic podiums, and elevated the nation’s reputation on the global sporting stage. From the high-altitude training camps of the Rift Valley to packed road races across the world, Kenyan athletics has evolved into more than just sport — it is part of the country’s identity.

Tergat believes hosting the championships would offer the world an opportunity to witness firsthand the environment that shapes elite athletes. Beyond the competition itself, he emphasized the cultural significance of Kenyan running communities, where young athletes grow up inspired by local heroes and where endurance running is deeply woven into everyday life.

The bid also represents Africa’s growing desire to host more major international sporting events. While African athletes have consistently dominated global athletics for generations, the continent has rarely been given the opportunity to stage the sport’s biggest championships. Kenya’s proposal is therefore seen as both symbolic and transformative for athletics worldwide.

Tergat’s endorsement adds significant weight to the campaign. Widely regarded as one of the greatest distance runners in history, the Kenyan legend remains a respected voice within international athletics circles. His support reflects the confidence many within the sport have in Kenya’s ability to deliver a memorable and globally impactful championship.

If successful, the championships would not only showcase elite competition but also spotlight Kenya’s rich sporting heritage, passionate fans, and deep-rooted connection to athletics — offering the world a chance to experience the birthplace of countless running legends.

In a bold and transformative move, World Athletics has laid out a visionary roadmap that will reshape the future of distance running. At the heart of this strategy is the introduction of a standalone World Marathon Championships, set to debut in 2030—marking a historic shift for one of the sport’s most iconic disciplines.

For decades, the marathon has been a cornerstone of the World Athletics Championships, embodying endurance, tradition, and global prestige. However, under the new structure, the event will make its final appearances within the Championships in 2027 and 2029 before stepping into its own spotlight. From 2031 onward, road races—including the marathon—will no longer feature in the World Championships program.

Instead, the newly established World Marathon Championships will stand as an annual spectacle, designed to elevate the discipline to unprecedented heights. In a unique format, elite men’s and women’s races will alternate each year, maintaining the rhythm of top-level competition while creating a more focused and commercially vibrant platform for the sport’s biggest stars.

This evolution is not happening in isolation. World Athletics has emphasized that the championship is being built in close collaboration with key stakeholders who have helped turn the marathon into a global phenomenon—from race organizers to commercial partners. While further details of these partnerships are yet to be revealed, the intention is clear: to create an event that reflects both the heritage and the modern dynamism of road running.

Meanwhile, the World Athletics Road Running Championships will continue as a separate annual competition, ensuring that shorter road distances retain their own global stage.

Adding a layer of historical significance to this new chapter, the ancient city of Athens has emerged as the preferred host for the inaugural edition in 2030. Widely regarded as the spiritual home of the marathon, Athens offers a symbolic and cultural resonance that aligns perfectly with the ambitions of the new championship. The Athens Marathon The Authentic—already steeped in legend—has further strengthened its case by attaining Elite Label status, reinforcing its credentials on the global stage.

If confirmed, Athens would not only host a new competition but also bridge the ancient origins of the marathon with its modern evolution, creating a powerful narrative that celebrates both legacy and progress.

This strategic shift signals more than just a structural change—it represents a reimagining of how the marathon is experienced, celebrated, and elevated worldwide. By giving the event its own dedicated platform, World Athletics is betting on a future where the marathon stands taller than ever, commanding global attention in a way never seen before.

Kenyan distance runner Bernard Kibet Koech has been handed a four-year ban and disqualified by the Athletics Integrity Unit (AIU) after abnormalities were detected in his Athlete Biological Passport (ABP).

The sanction takes effect from June 10, 2025, and runs through June 9, 2029. As part of the ruling, Koech’s result from the Paris 2024 Olympic Games men’s 10,000 meters—where he finished fifth—has been officially disqualified.

ABP Abnormalities Trigger Sanction 

According to the AIU, the case was built on irregularities identified in Koech’s Athlete Biological Passport, a long-term monitoring system designed to track biological markers over time rather than rely on a single positive test. The ABP framework has become a central tool in modern anti-doping enforcement, particularly in endurance events, where performance-enhancing methods may not always be detected through traditional testing.

The AIU did not cite a specific prohibited substance but concluded that the longitudinal data showed patterns inconsistent with normal physiology, meeting the threshold required for a violation under World Athletics’ anti-doping rules.

Olympic Impact

 Koech’s fifth-place finish in Paris had stood as one of Kenya’s strong performances in the men’s 10,000 meters at the Games. With the disqualification now confirmed, the Olympic results will be adjusted accordingly, and athletes finishing behind him are expected to move up in the official standings.

A Broader Context for Distance Running

The ruling adds to a growing list of high-profile ABP cases in distance running and underscores the continued scrutiny placed on elite endurance athletes. For World Athletics and the AIU, the emphasis remains on protecting clean competitors and maintaining confidence in championship results, particularly at the Olympic level.

For Kenya—long a global powerhouse in distance running—the case represents another reminder of the ongoing challenges facing the sport, even as the country continues to produce extraordinary talent.

What Comes Next

Koech is ineligible to compete in any World Athletics-sanctioned events during the four-year ban period. Any results recorded after June 10, 2025, are subject to annulment under anti-doping regulations.

As with all ABP-based rulings, the decision reflects a process that unfolds over time, relying on accumulated data rather than a single race or test. The AIU’s announcement brings closure to that process—and a significant rewrite of the Paris 2024 men’s 10,000-meter final.

Typically, when a company decides to sponsor a major event, it is looking to build awareness throughout a broad cross section of consumers for its products. So when TCS, the tech services unit of Tata Group, a large Indian conglomerate that is hardly a household name in the U.S., first announced it would be the title sponsor of the New York City marathon in 2013, it was a bit of a head-scratcher.

After all, TCS sells its services to businesses, not individual consumers, nor is it in the running business. But on the eve of the 10th anniversary of the first race in that sponsorship, which has since been renewed through 2029, TCS chief marketing officer (second photo) Abhinav Kumar says it has been a massive success. “It’s a phenomenal, phenomenal event for engagement,” Kumar tells Fortune in an interview over Zoom, speaking from his office in Brussels. Kumar cites a statistic from an outfit called Brand Finance, saying that the TCS brand is now worth $19.2 billion, up almost ninefold from 2010, thanks in large part to growing awareness of the name.

When TCS announced the sponsorship with the New York City marathon organizer, New York Road Runners, it was already the sponsor of a race in Mumbai, where it is headquartered, and the Amsterdam marathon. But it was also sponsoring events in other sports like cricket, and TCS realized it would be better off concentrating its efforts in one sport. (It still sponsors a Formula E event, but otherwise it’s focused on running.)

Since landing New York’s marathon, TCS, which spends $40 million a year on sports sponsorships, has picked up the London and Toronto marathons, with the recent addition of Sydney, Australia. In all, TCS sponsors 15 road races around the world, all but two of them marathons. (It is the title sponsor for most of those races, but for the Chicago and Boston marathons it is the technology sponsor only, not the title sponsor.)

Consolidating its sports sponsorship dollars into one sport is allowing TCS to get more marketing bang for its buck by creating visibility more regularly throughout the year, rather than diffusely at unrelated events, Kumar adds. So while this sponsorship is unusual in that it is not by a brand like New Balance, Brooks, or Nike looking to sell to consumers, it raises TCS’s visibility very strategically, reaching as many people as possible through a relatively small number of major events. The New York City marathon is the biggest in the world with more than 50,000 finishers and hundreds of thousands of spectators lining the 26.2-mile run through the city’s five boroughs.

“Our industry, our product is invisible,” says Kumar. So the focus on running allows TCS, which is part of the massive Tata Group, crucially to get in front of a lot of executives given running’s deep reach into the professional class. “We are engaging with 4,000 business executives with our running platform. But we also see a rise in the sport, and the corporate sector is taking up fitness in a big way,” he says.

TCS’s sponsorship work with the big marathons goes beyond just slapping its name on the race. For the 2014 New York marathon, TCS built an app for both athletes and spectators. (TCS’ predecessor as the New York marathon sponsor was Dutch bank ING, which had planned on using the sponsorship to develop a larger retail banking presence in the U.S., a business from which it has since withdrawn.)

Over the years, the New York City marathon app has grown more sophisticated with a view to making the race what Kumar calls “the most technologically advanced marathon.” For years, the app offered athlete tracking. And then two years ago, TCS added live broadcast capabilities, enabling the race to be seen in 150 countries, bringing the event to new audiences.

Now TCS is tinkering with augmented reality and last year created what it calls the first digital heart of a professional runner, namely prominent female marathoner Des Linden, meaning it helped build a digital twin that allowed her to measure her health and performance and transform her training. Kumar says he hopes the tech can eventually help a runner finally break the two-hour marathon barrier. But perhaps more crucially, this aspect of the sponsorship allows TCS to showcase its tech in a way that could garner interest from clients like health care providers and medical device makers.

“It’s an opportunity for us to get our brand engaged with a larger set of people in an experiential manner,” says Kumar. Still, don’t expect TCS to go around snapping up all that many more races, given the costs of sponsorship. The marathons TCS wants to sponsor are typically large events in gateway cities and where it has a large business presence.

There’s a personal side to this story, too, Kumar says. TCS’s former CEO N. Chandrasekaran took up running for health reasons. To spread the word about the value of running for health and wellness, he created a health app for employees years ago. Now, of the 600,000 TCS employees, some 200,000 are runners at a variety of distances, says Kumar, who despite his nickname as TCS’s “chief marathon officer,” a play on the CMO title, does not himself run.

“It’s become part of the identity of our company, and it’s unleashed this revolution of wellness inside our company,” says Kumar.

Rhonex Kipruto is the latest Kenyan athlete to be disgraced over doping as he has been handed a six-year suspension with his big achievements quashed.

Kenya's Rhonex Kipruto has been banned for six years over a doping offence, adding to the grim statistics for the country.

Athletics Integrity Unit (AIU) handed the punishment to the 24-year-old on Wednesday, meaning he will lose his 10 kilometres road race world record and a World Championships bronze medal.

Kipruto, who won the 10,000 metres bronze in the 2019 World Championships in Doha, had been provisionally suspended for an anti-doping violation in May last year and is now banned until May 2029.

Kipruto broke the 10km road race world record in 2020 in Valencia and won the 10,000 metres at the 2019 Stockholm Diamond League, achievements that are now null and void.

A Disciplinary Tribunal ruled that there were irregularities in Kipruto's Athlete Biological Passport (ABP), which shows discrepancies that can reveal the effects of doping.

"The Tribunal rejected Kipruto's defence, concluding the 'cause for the abnormalities in the ABP is more likely to be due to blood manipulation' such as through the use of recombinant human erythropoietin (rEPO)," AIU said its ruling, adding that there was no other plausible explanation for the abnormal values.

Kipruto had denied the Anti-Doping Rule Violation (ADRV) charge but the panel said it was "comfortably satisfied" that the Kenyan was involved in a "deliberate and sophisticated doping regime over a long period of time".

Kipruto can still appeal to the Court of Arbitration for Sport.

The disgraced long-distance athlete joins a long list of Kenyan runners who have been suspended over various doping offences.

His suspension comes just a day after the Anti-Doping Agency of Kenya suspended 33 sportsmen and women for failing doping tests.

Eleven years after shooting and killing Reeva Steenkamp through a bathroom door in their home in Pretoria, South Africa home, double-amputee runner and six-time Paralympic gold medallist Oscar Pistorius, 37, was released on parole on Friday.

On Valentine’s Day in 2013, Pistorius, known as the “Blade Runner,” fired numerous shots through a bathroom door in his home, killing Steenkamp, who was inside. The South African athletics star consistently denied intending to kill her, saying he shot her by mistake, believing she was an intruder.

Pistorius was initially convicted of the lesser charge of culpable homicide and sentenced to five years in prison, but after an appeal by prosecutors, he was found guilty of murder in 2016 and the sentence increased by a further six years. In 2017, according to a report in the Globe and Mail, his sentence was more than doubled, after South Africa’s Supreme Court of Appeal decided it was too lenient. In 2021, it was announced he would soon be eligible for parole, having served half his sentence.

South Africa’s Department of Corrections did not give details as to when and how Pistorius would be released, saying “Inmates and parolees are never paraded. Pistorius’ public profile does not make him different from other inmates nor warrant inconsistent treatment,” the Department of Corrections said in a statement Wednesday.

The 37-year-old will be under correctional supervision for the remainder of his murder sentence of 13 years and five months expires in December 2029. Pistorius will also undergo therapy for anger and gender-based violence issues, according to a report.

Pistorius competed in the 2004 Summer Paralympics in Athens, finishing third overall in the T44 100m and winning gold in the 200m; he went on to compete again in 2008, winning gold in the 100m, 200m and 400m. He wanted to compete against able-bodied runners, but the IAAF (now World Athletics) ruled that runners using carbon-fibre prosthetic “blades” had an unfair advantage and could not race against able-bodied athletes. Pistorius fought this ruling and won, and the rule was revoked, clearing the way for him to try to qualify for the 2008 Olympics in Beijing. (Further studies have also concluded that prosthetic blades do not confer an advantage over able-bodied runners.)

On Friday, the South African 100m record holder, Carina Horn, received a six-year ban from all track and field competitions due to her second doping offense in the last four years. The Athletics Integrity Unit (AIU) confirmed that Horn tested positive for clenbuterol, a prohibited substance, at a track meeting in Spain in June 2022.

Both Horn’s A and B samples tested positive for clenbuterol, a steroid known for enhancing athletic performance by increasing the body’s metabolic rate. This marks her second doping violation after a previous suspension in September 2019 for testing positive for ibutamoren and ligandrol. Horn proclaimed her supplements were contaminated, which led to a reduced suspension of two years instead of a potential four-year ban.

As a consequence of the recent violation, all of Horn’s results after June 18, 2022, have been DQ’d, including victories in several World Athletics Continental Tour events and a South African national championship in the 100m.

In 2018 Horn became the first South African woman to break the 11-second barrier in the 100m with a time of 10.98. However, her career now faces a significant setback, as she will be ineligible for competition until 2029.

Following her previous ban, Horn came back to represent South Africa in the women’s 100m at the 2022 World Athletics Championships. Additionally, she won a bronze medal in the 100m at the 2022 African Championships in Mauritius, just two weeks before her positive test in Spain. Throughout her senior career, Horn has been the top female sprinter for South Africa, participating in five world championships and the Rio 2016 Olympic Games.

She has also earned accolades such as 4x100m relay gold and 100m silver at the 2016 African Championships in Durban, South Africa.

Kenya has revealed plans to bid for the 2029 World Athletics Championships after missing out on the 2025 hosting rights last year.

Sports Minister Abadu Namwamba has confirmed Kenya's intent to become the first African nation to stage the event as the country looks to play host in six years' time.

Namwamba's announcement came during World Athletics President Sebastian Coe's visit to Kenyan capital Nairobi this week.

"Having lost the bid for 2025, we will prepare for 2029 and we believe we will be in a very strong position to put in a compelling bid," said Namwamba.

"We will be banking on the goodwill from World Athletics.

"We will come up with a much stronger bid."

Nairobi was among four bidders for the 2025 World Athletics Championships with Japanese capital Tokyo securing the event in July 2022.

Speaking at the time of the decision, Coe cited concerns over the Moi International Stadium as a reason why the Kenyan capital lost out to Tokyo.

The venue in Kasarani hosted the 2020 World Athletics under-20 Championships and has also staged the Kip Keino Classic, a World Athletics Continental Tour Gold meeting, in the past two years.

"There were challenges around the stadium which would have needed a great deal of refurbishment and that was concern expressed by the [World Athletics] Council about the timeframe and the quantum of resource that would be needed in order to do that," said Coe in July.

"I have spoken to the Kenyan Athletics Association, and they know that I am fully committed to helping them or any other African country stage a World Championship in the foreseeable future."

Only the United States has won more medals than Kenya at the World Athletics Championships.

Kenya has claimed 62 gold, 55 silver and 44 bronze medals with much of their success coming over the long-distance races.

Coe visited Nairobi where he met Kenyan President William Ruto and Sports Minister Abadu Namwamba as well as representatives from Athletics Kenya and anti-doping authorities and several athletes.

There were fears that Athletics Kenya would be banned by World Athletics following a spate of positive doping cases.

However, the governing body evaded a lengthy ban after the Kenyan Government acted promptly, committing $25 million (£20.5 million/€23.7 million) to fight doping.

According to the Athletics Integrity Unit (AIU), Kenya has 54 athletes serving bans - the third most behind Russia with 92 and India with 65.

Kenya is one of seven "Category A" nations deemed by the AIU to have the highest doping risk and threaten the overall integrity of the sport.

Diana Kipyokei and Lawrence Cherono, both former Boston Marathon winners, are among the high-profile Kenyan athletes currently banned.

Last year's delayed World Athletics Championships was staged in Eugene in the US.

Hungarian capital Budapest is set to host this year's edition before Tokyo stages the event in two years' time.

World Athletics President Sebastian Coe has said that Kenya will need to work on its infrastructural facilities among other areas if they are to host the World Athletics Championships.

Coe said that the county’s capacity and integration of all different facets that will give athletes the very best, must be attained as Athletics Kenya president Jack Tuwei disclosed that Kenya is now keen on hosting the 2029 World Athletics Championships.

Kenya lost its bid to host the 2025 World Athletics Championships to Tokyo, Japan with the country's poor infrastructure especially the lack of a modern stadium costing the country dearly.

Coe hinted that World Aesthetics is ready to help Kenya build capacity in terms of the technical aspect to bolster their chances of hosting the world event.  

“It’s quite understandable this is a country with a passion for athletics and wanting to stage big events. While the country’s track record is good, other areas still fall short,” said Coe, adding that the country also has to show progress and make coherent steps in resolving doping challenges.

Coe noted that Kenya might have hosted quite successful 2017 World Athletics Under-18 Championships and 2021 World Athletics Under-20 Championships but having a strong technical base will be key to hosting major events.

Coe said by-passing the 2027 bid will help Kenya prepare well for 2029 bid.

Tuwei welcomed the move by World Athletics to help them in technical capacity saying Kenya won’t relent on putting up another bid.

Coe, at the same time, said the only way out for Kenya to get out of Category “A” of the countries with most doping cases is the reduction of the cases.

In 2018, World Athletics placed Kenya among four countries in ‘Category A’, the others being Ethiopia, Belarus and Ukraine.

Athletes from these federations selected to compete in major events will have to undergo at least three out-of-competition doping tests in the 10 months before a World Athletics Championships or Olympic Games.

One of the tests must be of blood and the tests should be done two weeks apart.

World Athletics (WA) President Seb Coe is confident the global athletics governing body is well equipped and informed to continue organising top level competitions while tackling the challenges posed by Covid-19.

Eugene, in Oregon State, will host the 2022 World Championships at the brand new Hayward Field Stadium in the heart of the University of Oregon from July 15 to 28.

“It’s absolutely vital that whenever we have a World Championships, we do everything we possibly can to have our seats absolutely full,” Lord Coe said.

“And that’s not just the work of the LOC (Local Organising Committee). That’s also the work we need to do at World Athletics to make sure that we have all the right initiatives in place to help sell tickets.”

He acknowledged the fact that with more insights on Covid-19 and with sports having developed protocols to guard against the spread of the coronavirus at competitions, it will be easier to navigate through the virus.

But he conceded that with the unpredictable nature of the virus, nothing could be cast in stone on the programme.

“We know a great deal more about the management of Covid-19, both medically and within our own stadiums.

“Our health and science teams have probably led the world in making sure that we stage events that are safe and secure to protect the athletes and crucially to protect those communities that are hosting our events.

“But the world is an uncertain place at the moment. We will have all the protocols and processes in place, but we can’t at this moment guarantee our borders remaining open if the pandemic suddenly takes a turn for the worse.

“We don’t have enough data to know if this variant (omicron) is more transmittable but not causing more illness… all that, I’m afraid, we have to wait for scientists and governments to decide on the direction forward.

“But we will do everything we possibly can to ensure that the stadium in Oregon is full and that people are able to travel, but we can’t obviously open borders that are closed by governments. That remains a challenge to us.”

The WA President said next year - and the next four seasons - will be crucial to the sport, and is excited that USA has finally come round to organising a global competition as they hold a special place as the world’s biggest sports market.

The last major global athletics events hosted by USA were the 2014 World Junior (under-20) Championships in Eugene and 1992 World Cross Country Championships in Boston along with the 2016 World Indoor Championships in Portland.

“We have four major athletics events and also the European Championships (next year).

“We have a global championship every year for the next four years and that will mean working very closely with all our organizing committees.

“The United States is very important for us, to help grow the sport. It’s the largest sports market in the world, and it’s also an opportunity for your athletes to have more competitive outlets and to grow their profile in a very important market."

“But the world is an uncertain place at the moment. We will have all the protocols and processes in place, but we can’t at this moment guarantee our borders remaining open if the pandemic suddenly takes a turn for the worse.

“We don’t have enough data to know if this variant (omicron) is more transmittable but not causing more illness… all that, I’m afraid, we have to wait for scientists and governments to decide on the direction forward.

“But we will do everything we possibly can to ensure that the stadium in Oregon is full and that people are able to travel, but we can’t obviously open borders that are closed by governments. That remains a challenge to us.”

The WA President said next year - and the next four seasons - will be crucial to the sport, and is excited that USA has finally come round to organising a global competition as they hold a special place as the world’s biggest sports market.

The last major global athletics events hosted by USA were the 2014 World Junior (under-20) Championships in Eugene and 1992 World Cross Country Championships in Boston along with the 2016 World Indoor Championships in Portland.

“We have four major athletics events and also the European Championships (next year).

“We have a global championship every year for the next four years and that will mean working very closely with all our organizing committees.

“The United States is very important for us, to help grow the sport. It’s the largest sports market in the world, and it’s also an opportunity for your athletes to have more competitive outlets and to grow their profile in a very important market."

“We also have Cali (Colombia) Under-20 World Championships, hot on the heels of Oregon 2022, and the following year we are back to the World Under-20 Championships in Lima, Peru."

“This is a great opportunity to make gains not just in US, but in South America too.”

Coe also highlighted the successes of athletics in 2021 saying the sport remains in really good shape, highlighted by both athletes’ performances and commercial success at the Tokyo Olympic Games.

“We leave 2021 as a sport in really good shape. We needed to stay focused in order to deliver the championships that we did, and create a platform for the athletes, which we did, and the Tokyo Olympic Games particularly for African athletes was a really important platform… and, my goodness!, they grabbed that platform in a really, really good way!”

“We also maintained, at the same time, all our competitions, and we maintained the work streams that we feel are really important in growing our sport.”

The former Olympic champion and middle distance world record holder noted that WA also revamped their competition calendar and drove further interest in the second tier Continental Tour one-day meeting series.

“I’m very grateful to the Kenyan federation particularly for their help in extending that footprint in Africa for us,” he noted, appreciating the success of the September 18 Kip Keino Classic at Kasarani which was the final stop of the 2021 WA Continental Tour circuit.

“Our strategic partnerships – and these were really important: In broadcast, we extended broadcast arrangements with NBC and, crucially for Africa, with the European Broadcast Union, not just with our broadcast arrangements with Europe, but also extends into Africa and that’s very, very important.

“Both contracts have been secured until 2029 with a healthy uplift.”

Coe mentioned the importance of the World Athletics World Plan, describing it as an important roadmap which will create the pathway for the next years.

“It sets up 19 objectives and 67 different actions. It builds on the four-year strategic plan, whose four pillars are: More people; More participation; More partnership; Broadening fan base.

"The top lines from that will help us, particularly given the global focus driven by Covid-19 around healthy communities is driving kids’ athletics, not only as a way of encouraging more young people into our sport, but also as a way of helping in that drive to make our communities fitter and healthier – as athletics is the most accessible to communities globally.”

Tata Consultancy Services (TCS) a leading global IT services, consulting, and business solutions organization, announced that it has signed an eight-year contract with New York Road Runners (NYRR) to extend its title and technology sponsorship of the TCS New York City Marathon through 2029. TCS’ sponsorship of global running events will also be highlighted in a new advertising campaign which debuts today. 

TCS’ extended partnership with NYRR follows its announcement earlier this month that it will become the new title sponsor of the London Marathon starting in 2022. Collectively, TCS plans to invest $30 million to $40 million annually in global running sponsorships and related community programming from 2022 to 2029.

“We are delighted to extend our sponsorship of the TCS New York City Marathon, the foremost running event in the world,” said Surya Kant, Chairman, North America, TCS. “We sponsor running events across the world because we want to inspire local communities to live healthy and active lifestyles, and also because of the obvious parallels between marathons and the growth and transformation journeys that we help our customers undertake. Running a marathon makes you feel that there’s nothing you can’t do. With each step, you’re building on belief.”

As part of the sponsorship, TCS will launch a new version of its TCS New York City Marathon App that incorporates augmented reality (AR) features that became popular for virtual races during the pandemic. The new version will include features to support both in-person and virtual runners along with surprise-and-delight AR experiences. Fans and athletes will be able to access real-time runner tracking, digital cheer cards, and a finishing-time predictor.

The other pillar of TCS’ sponsorship focuses on redoubling its efforts to encourage communities to adopt active, healthier lifestyles. TCS will donate $4 million to NYRR’s youth and community programs including  Rising New York Road Runners, a free, nationwide NYRR program that incorporates physical education into the school day. TCS will also develop a marathon version of its award-winning goIT STEM education contest that will challenge students to develop an app concept that promotes active lifestyles and inclusivity. Lastly, TCS will host the Team TCS Teachers Program, which will select 50 teachers from across North America who demonstrate an ability for sharing their passion for running with students. Selected teachers will receive free race entries, a VIP race day experience, and marathon-themed lesson plans for students from TCS’ STEM education program, Ignite My Future in School.

The company’s new advertising campaign titled We Believe is anchored in its marathon sponsorships, and complements TCS’ new brand direction. Using marathon supporters and fans as the heroes of the story, the campaign is centered around a runner’s journey and the team of individuals it takes to turn a belief into reality.

“At NYRR, we are thrilled to extend our incredible partnership with TCS for the next eight years,” said Kerin Hempel, CEO, NYRR. “Since 2014, TCS has helped us transform our runners’ experience through technological advancements, while also providing tremendous support of our community programs across the five boroughs. TCS and NYRR have shared core values, commitment to service, and passion for innovation, and I can’t wait to see what we co-create in our next chapter together.”

World Athletics registered a loss of $17.42m (€14.71m/£13.58m) in 2019, further eating into its cash reserves in the year before the Covid-19 pandemic struck the sports industry.

Although revenues at the organisation increased by 13 per cent on the previous year to $51.1m, this was outstripped by expenditure for the same period, which stood at $67.8m.

The losses could have been worse had the organisation not received a one-off payment of $3.38m from the Russian Athletics Federation as part of the sanctions imposed on the country for breaching the sport’s anti-doping rules. The bottom line was also helped by expenditure being down 5.5 per cent on the previous year due to having held just three World Athletics Series events versus five in 2018.

The figures continue an unenviable sequence of losses for the organisation, leaving it with cash reserves of $34.3m at the end of its four-year funding cycle. This was a significant decrease on 2018, when reserves stood at $45.25m, and 2017, when they were declared at $64.8m, leaving the impression of a federation that is consistently spending beyond its means.

Broadcast rights revenue in 2019 totalled $14.7m, while commercial rights revenue was $18m.

A global federation would expect to balance the books over a four-year cycle but the organisation is also reported to have incurred a $20.3m loss in 2017, the year the World Athletics Championships were held in London.

SportBusiness understands the federation has historically aimed to never to exceed a $10m loss in any financial year, the equivalent of the amount it receives each year in funding from the International Olympic Committee.

The steep downward trajectory becomes more troubling given the accounts refer to the period before Covid-19 laid waste to sports events around the world and threatened the cash flows of most global sports federations.

The postponement of the Tokyo 2020 Olympics means the athletics federation is facing an additional one-year wait for the $40m it receives every quadrennial from the International Olympic Committee and it remains to be seen what kind of event will be delivered and if the IOC’s sponsors and broadcasters will demand rebates.

World Athletics is one of several IFs to receive a portion of $63m in emergency loans and donations from the IOC to see them through the crisis. The Association of Summer Olympic International Federations (ASOIF) said in June that it does not anticipate international federations will face bankruptcy thanks to a combination of financial support and reserves being put in place.

In its latest accounts, World Athletics make a commitment to stem the outflow of money from its reserves from 2020 onwards saying: “to safeguard the organisation, the new Executive Board has agreed that the organisation should hold reserves of $25m at all times, which amounts to approximately 50 per cent of the organisation’s annual revenue”.

In his introduction to the annual report World Athletics president Sebastian Coe suggests the organisation will try to achieve this by controlling its costs and striking new commercial partnerships.

“A root-and-branch review of all HQ expenditure during 2018 and 2019 led to HQ staff freezes and excess costs cut from across the organisation,” he said. “The benefits of many of these decisions will be seen from 2020 onwards.”

A World Athletics spokesperson said there had been no cuts to athlete programmes in 2020 and the organisation did not anticipate reducing spending in this area in 2021 or 2022. World Athletics said it delivered US$17.2m in new grant funding directly to member federations over the four-year cycle.

Dentsu renegotiations

Coe said a new sponsorship deal with Qatar National Bank and a renegotiation of the federations’ 10-year global media and marketing partnership with Japanese marketing agency Dentsu had helped to plug revenue shortfalls left by other sponsors leaving the sport.

As reported previously by SportBusiness, the original 10-year deal with Dentsu, agreed unilaterally by former president Lamine Diack, and covering the global media and marketing rights – excluding Japan and Europe – to the World Athletics Series, was the source of some consternation for those who inherited the deal at the organisation.

In a written exchange with a French judge investigating the previous regime, the federation’s own lawyer Régis Bergonzi complained that the money accruing to the global federation was calculated “solely on the money actually received by Dentsu” and there was effectively nothing in the contract to prevent the agency from declaring whatever it wanted when calculating the profit share.

The agreement also stipulated that profit share revenues were only payable to World Athletics at the end of the 10-year contract, harming the federation’s cash flows and adding to the sense that the contract that was heavily weighted in the agency’s favour. The deal is understood to have been the reason Olivier Gers resigned as chief executive of the organisation in 2018, citing its ‘pre-existing commercial framework’.

The new leadership at the governing body, mandated by the World Athletics Council, renegotiated the 2020-29 contract in 2018, sometime after Gers left, even though it was not due to expire until 2029. The latest accounts shed new light on this renegotiation and reveal that Dentsu now has to make a profit share payment every two years “based on the surplus realised each year by the event related to these rights”. This led to a recognition of a contract asset of $8.4m as of January 1, 2018 which was paid during the 2018 financial year.

The federation had also previously complained about the opacity of the original Dentsu agreement which prevented it from auditing the sums involved in the sponsorship and broadcast deals signed by the agency. But a World Athletics spokesperson said the federation had secured some significant concessions in the renegotiation.

“As part of the renegotiated deal with Dentsu, there is greater transparency as it relates to sponsorship incomes received. Unlike the past, there is no deduction for expenses incurred by Dentsu to source these partnerships from the profit share pool,” the spokesperson said. “Profit share calculation is based on contracted party revenues that are validated between Dentsu and ourselves. While not formally audited, the calculation is also reviewed by [accountants] EY before they sign off on our accounts.”

The report said the Japanese agency concluded 10-year renewals with TDK, Asics and Seiko at an uplift of 10 per cent to their previous deals and renewed the organisation’s equipment supplier partnership with Mondo through to 2023. TBS, a World Athletics official media partner, were also extended in 2019 for a further 10 years.

The publication of the financial report also marks a new chapter of transparency for World Athletics and the first occasion it has sought to comply with International Financial Reporting Standards. Previously, the media has been left to parse leaked financial statements such as the 2018 set of accounts revealed by the Sports Examiner in June this year.

Coe said the appointment of former DuPont executive Vineesh Kochhar as the organisation’s new chief financial officer would bring a new discipline of corporate financial management. He added that new chief executive Jon Ridgeon would also help to drive revenues and manage expenditure.

The president said of the results: “These 2019 consolidated financial accounts come at the end of a tough and turbulent four years for our sport. Four years of extensive reforms across the sport have been driven by our Council and implemented by our Member Federations, Area Associations and Head Office.

“I will not pretend this has been easy. Tough decisions have been taken by everyone at all levels of the sport, but I believe we have emerged stronger, more resilient and ready to build and grow the sport at every entry point.”

This story was corrected at 14.51 BST. The original story said World Athletics received $6.31m from RusAF in 2019 related to doping sanctions but the actual figure was $3.38m. The governing body received a further $6.31m from the Russian federation in August this year that will be recognised in next year’s accounts. 

ASICS and the IAAF are delighted to announce the renewal of their partnership and ASICS’ commitment to the world of athletics with the signing today of a new 10-year agreement as an Official IAAF Partner.

As Official IAAF Partner, ASICS will be present at and involved in all World Athletics Series events from 2020 to 2029, including the World Athletics Championships 2021 in Oregon and the World Athletics Championships Budapest 2023.

As part of the agreement, ASICS will kit out the officials and volunteers at all IAAF World Athletics Series events with ASICS’ footwear and apparel that will ensure the smooth running of these events.

For ASICS this important partnership will allow a strategic expansion of its brand recognition internationally by association with the world’s top athletics events that are viewed by significant global audiences.

ASICS Chairman and CEO, Representative Director Motoi Oyama, stated: “I am so happy to have the honour of continuing our support of the IAAF as an Official Partner.

The signing of this multi-year agreement is a demonstration of ASICS’ hope to both develop excellent products and contribute to the growth of the sporting world as a whole by supporting athletics around the globe as an Official Partner of the IAAF.”

IAAF President Sebastian Coe commented: “Global athletics is based upon solid foundations of modern governance and a renewed determination to protect and promote clean athletes. We are delighted to have the continued support and commitment of ASICS, a true sport performance brand, which will enable us to build on the successful partnership we began in 2017. This new agreement is a huge endorsement of a bright future for athletics whose universality and diversity makes it a natural partner for a global corporation like ASICS.

We are excited to have a partner who shares our vision for a youthful innovative sport that promotes fair competition and healthy living.”