Nestle end kids sponsorship deal with IAAF to Sebastian Coe's dismay
Wednesday 10 February 2016 22:31, UK
Lord Coe has reacted with anger to news that Nestle has terminated its sponsorship of the IAAF over fears the doping scandal and corruption afflicting athletics' governing body could damage the company's image.
Nestle has been funding the IAAF's kids' athletics program for four years, but announced on Wednesday that the partnership is ending.
The news was reacted to with disappointment by IAAF president Coe later in the day as he said: "Angered and dismayed by today's kids' athletics announcement. We will not accept it. It's the kids who will suffer."
In an earlier statement, the Swiss company said: "We have decided to end our partnership with the IAAF Kids' Athletics program with immediate effect.
"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 acknowledgement from them that our partnership has ended."
The IAAF had previously issued a response to Nestle's decision, highlighting the positive contribution made by the Nestle-backed scheme.
"The IAAF is in discussion with Nestle concerning the final year of its five year partnership with IAAF Kids' Athletics," read a statement.
"This has been a successful programme with 15 million kids aged 7 to 12 years in 76 countries taking part in fun team activities which promotes a healthy, active life style.
"In 2016, IAAF Kids' Athletics plans to reach a further 15 countries, training 360 lecturers, instructing 8640 Physical Education teachers, with three million children participating by the end of the activation."
