EasyJoy struck partnership deal with IAAF

The International Association of Athletics Federations (IAAF) announced that a partnership deal has been agreed with EasyJoy, the largest Chinese convenience store company, to become an Official IAAF Supplier for the IAAF World Championships, Beijing 2015.

The agreement was brokered by the IAAF’s marketing partner Dentsu. The financial terms of the deal were not disclosed.

As part of the agreement with EasyJoy, Dolma Spring and StarEnergy will be the official water and official energy drink of the IAAF respectively. Besides, EasyJoy will play an important role in the event promotion and brand communication activities.

EasyJoy will provide value in kind products to athletes, IAAF officials, the local organising committee and volunteers involved with the IAAF World Championships, Beijing 2015. 

As the sole supplier of IAAF in China, EasyJoy has more than 24,000 convenience stores throughout China. Their revenue in 2014 totals 17.1 billion yuan ($2.16 billion) and it expects the figure to be above 20 billion yuan in 2015.