Firms sign on for IAAF

One of the bigger events in the international track and field calendar is coming to Toronto in March - accompanied by some of the best known corporate names going.Doug Mitchell, marketing services manager for Toronto '93, the local organizing committee of...

One of the bigger events in the international track and field calendar is coming to Toronto in March – accompanied by some of the best known corporate names going.

Doug Mitchell, marketing services manager for Toronto ’93, the local organizing committee of the 4th International Amateur Athletic Federation World Indoor Championships, says such companies as Coca-Cola, Olivetti, Seiko, Fuji and Reebok have an international commitment to iaaf events.

More sponsors

Mitchell says, nationally, Toronto ’93 has signed a sponsorship deal with Ford of Canada and is seeking more sponsors, suggesting banks and telephone companies as examples.

Mitchell says there is no set price for a national sponsorship, although he estimates ‘a few hundred thousand dollars or product in kind’ is a ballpark figure.

He says sponsorship packages can be customized to suit advertisers.

According to Mitchell, the local organizing committee is driving Ford cars and trucks but has not negotiated a dollar fee yet.

He says for Toronto ’93, cbc tv is the domestic rights holder and tsn is the host broadcaster and provider of the tv world feed to more than 90 countries and an estimated audience of 500 million.

National coverage

cbc is planning 11.5 hours of national coverage for the championships and the local organizing committee is already offering advertisers or their agencies a media buy, Mitchell says.

The iaaf event runs March 12-14 at SkyDome, with confirmed appearances by Canada’s Olympic gold medal hurdler Mark McKoy, Canadian decathlete Michael Smith and his rival, current world record holder Dan O’Brien of the u.s.

Other athletes expected to appear are u.s. sprinter-long jumper Carl Lewis, Ukraine’s world champion pole-vaulter Sergei Bubka, and Jamaican sprinter Merlene Ottey.

The iaaf has its headquarters in London. International sponsors work through isl, a sports marketing firm in Switzerland.