Sponsor Spotlight -- IAAF, Adidas Deal; New Tech Chief for Atos Origin

IAAF Signs Long-Term Deal with Adidas

The International Association of Athletics Federations (IAAF) and Adidas have signed an 11-year deal that makes the German sportswear manufacturer a worldwide sponsor.

In the short term, it also means another sponsor for the 2009 world championships in Berlin, Aug. 15 to 23.

Long term, the partnership gives Adidas worldwide sponsorship rights for all world athletic series events until 2019.

The partnership incorporates everything product creation to grassroots development.

The partnership was announced during a press event in Monaco hosted by Adidas CEO Herbert Hainer and IAAF President Lamine Diack.

Atos Origin Appoints 2012 Chief Integrator

Atos Origin has named Michele Hyron Chief Integrator for the 2012 Summer Olympics and Paralympics in London.

Hyron will oversee a team of 3,000 that designs, builds and operates the Games' IT infrastructure. Transmitting event results from more than 90 venues across Britain will be one of the system's key components.

Executive Vice President Patrick Adiba cited Hyron's "commitment, determination and passion for delivery together with her extensive experience of working on Olympic and Paralympic Games projects".

Hyron was operations manager for Beijing 2008. She also held posts for Athens 2004 Olympics and Salt Lake City 2002.

IT to be Cut in London

Hyron already faces a monumental task: Atos Origin says it will cut the IT infrastructure for the London Games.

Hyron says each section of the system will be made more equipment - and energy - efficient.

One of the key changes means results now will be relayed via public wireless network in the Olympic Park. Some 2,500 information terminals will be eliminated as a result.

Samsung Partners with Youth Foundation in Africa

Samsung and the Baltimore-based International Youth Foundation (IYF) are partnering to address youth unemployment in Africa.

The 18-year-old IYF says it creates "strategic alliances among the corporate, government, and civil society sectors as a way to maximize the impact and reach of youth development programs."

Phase I will begin immediately in Egypt, Kenya, Nigeria and South Africa. TOP sponsor Samsung -- which has a record of supporting development in Africa -- will provide financial support and technology.

"Through this partnership, we hope to empower Africa's young people and help them fulfill their dreams and aspirations for a better future for themselves and their communities," said Chiwon Suh, Samsung CEO for Middle East and Africa.

...Briefs

...NBC started promoting the 2010 Winter Olympics in Vancouver during its broadcast of Macy's Thanksgiving Day Parade and National Dog Show. "This isn't a start of the campaign so much as a nod to the success of Beijing and a way to introduce Vancouver as a unique setting and one of the most beautiful places in North America," NBC Vice President of Strategic Marketing Mike McCarley said.

Written by Greg Oshust.