Athletics, a sport tainted by regular drugs scandals, has nevertheless received the huge £200million-plus backing of Japanese marketing giants Dentsu for the next 15 years. Dentsu will announce that they are renewing their agency partnership with the IAAF — track and field’s ruling body — until 2029. Backing: Lord Coe is favourite to succeed IAAF president Lamine Diack IAAF sources say the massive marketing and rights deal for a sport that has had more than its fair share of negative publicity will guarantee them a minimum £11m a year — with extra on a profit share — until 2019 and then £14m a year as a minimum for the next decade. The agreement will ensure IAAF president Lamine Diack leaves the organisation in a healthy financial state when he steps down next year.
@highlight
Japanese marketing giants Dentsu to renew partnership with atheltics
@highlight
Lord Coe favourite to succeed IAAF president Lamine Diack
@highlight
Football Association have still not found a new sponsor for FA Cup
The Japanese agency would not have committed to such a long contract if they did not fully expect @placeholder to take the helm.