Nirmal Lifestyle in 10-year licencing deal with IAAF

Real estate company Nirmal Lifestyle has inked a 10-year licensing deal with the International Association of Athletics Federations (IAAF), the governing body for athletics worldwide, to develop athletics in India and encourage greater participation in the sport.

e4m by exchange4media Staff
Updated: Jul 7, 2011 9:36 AM
Nirmal Lifestyle in 10-year licencing deal with IAAF

Real estate company Nirmal Lifestyle has inked a 10-year licensing deal with the International Association of Athletics Federations (IAAF), the governing body for athletics worldwide, to develop athletics in India and encourage greater participation in the sport.

An exclusive licensing agreement to this effect, brokered by Total Sports Asia, was signed by Dharmesh Jain, Chairman and MD, Nirmal Lifestyle, and Elio Locatelli, IAAF Member Services Director, on July 4, 2011 in the presence of Mike Powell, world long-jump record holder and other eminent delegates from IAAF.

Nirmal Lifestyle will have the exclusive right to use the IAAF logo and trademark for development of IAAF-certified training facilities, academies and clubs in the country. IAAF shall be providing technical and professional expertise, consultation, coaching and training necessary for establishing and running world class athletics infrastructure by way of designs, plans, specifications and technical inputs.

Nirmal Lifestyle will build the infrastructure (Training Academy) as per IAAF standards and IAAF through its development programme will send coaches, lecturers and ambassador athletes like Mike Powell to train young promising athletes. This will not only contribute in improving sporting performances in India but will also impact India’s position on the sports stage globally.

Nirmal Lifestyle and IAAF will jointly work towards spreading awareness about athletics in India. Speaking on the occasion, Dharmesh Jain, Chairman and MD, Nirmal Lifestyle, said, “IAAF is the sole and leading authority for athletics around the world, with more than 212 Member Federations affiliated, and we are truly honoured to have partnered with them in our endeavour to uplift standards of athletics in India. This is for the first time a real estate company has taken lead in creating and providing world-class sports facilities and infrastructure to communities and cultivates a healthy lifestyle across the country.”

Elio Locatelli, Development Director at IAAF, added here, “We are truly excited to partner with Nirmal Lifestyle in India and we believe that this will be a mutually beneficial tie-up. We are excited to work with Nirmal Lifestyle in encouraging and motivating young talent in India because the skills developed in athletics also form the basis of success in other sports as well as contributing to a healthy lifestyle.”

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