Athletics: Deloitte (audit & consulting) global partner of World Athletics for 6 years (2024-2029)

Deloitte, an audit and consultancy firm, has become a global partner of World Athletics for six years (from 01/01/2024 to 31/12/2029), announced the body on 17/08/2023, ahead of the 2023 World Championships in Budapest, which are being held in the Hungarian capital from 19 to 27/08/2023.

The partnership covers the International Federation's digital transformation, with Deloitte aiming to "support and accelerate the digital transformation and innovation needs of World Athletics" and "enhance fan experience. Deloitte will also assist World Athletics in its strategy to create new products and competition formats for athletes and practitioners and introduce sports operations platforms that will create efficiencies in event delivery" and use "data analytics to ensure that changes to the product reflect fans' choices and behaviour."

This is the third commercial partnership concluded by World Athletics since July 2023, following the sponsorship agreement with NTN Corporation (JPN, tourism) and the media partnership with the VoD platform Netflix for the broadcast of a six-part documentary…