Nestle stops IAAF partnership over negative publicity fears

Nestle has ended its association with the IAAF a year ahead of schedule, amid fears that links with the corruption-plagued organisation would lead to negative publicity.

The Swiss-based food and beverage company has sponsored the IAAF’s Kids Athletics programme since 2012.

But Nestle have followed Adidas’ lead in cutting ties with the IAAF, who have been accused of covering up doping in athletics.

“We have decided to end our partnership with the IAAF Kids Athletics programme with immediate effect,” a Nestle statement read.

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

“We believe this could negatively impact our reputation and image and will therefore terminate our existing agreement with the IAAF, established in 2012.

“We have informed the IAAF of our decision and await a formal acknowledgment from them that our partnership has ended.”

Last month, sports branding giant Adidas said it was in “close contact” with the IAAF amid reports the German company had ended its sponsorship deal with the governing body four years early.

However, both Dentsu and Canon have indicated they have no intention of ending their respective partnerships with the IAAF.