The Korean conglomerate had initially agreed a two-year deal to tie in with the inaugural season of the Diamond League in 2010. This contract included an option for 2012, which Samsung has agreed to exercise with the IAAF stating the extension demonstrates the company’s “sincere commitment to the sport of athletics”.
IAAF president Lamine Diack said: “This is excellent news for the IAAF, the Diamond League meets and of course Samsung. For the IAAF’s top invitational series of meetings to continue with a title sponsor such as Samsung, a world leader in consumer electronics, among other product categories, with a history of over 70 years of excellence, reconfirms the attractive benefit of sponsoring athletics.”
The 2011 Diamond League came close to a cumulative total of 290 million television viewers and attracted increased attendances approaching 400,000 spectators across all 14 meetings. In addition to its series title sponsorship, Samsung has also directly supported some individual meetings by acquiring local sponsorship packages in Stockholm, Brussels, Lausanne, Monaco and Doha.
The 2012 Diamond League is scheduled to commence in Doha on May 11, with the series concluding in Brussels on September 7.