Organisers of the 2017 World Championships in London are in talks with athletics' world governing body about dropping 'IAAF' from the event's branding.
The doping scandal which has rocked the sport has led to the IAAF being regarded by the public as a "toxic" brand, according to sources with knowledge of the discussions.
The IAAF and its president Lord Coe would have to give consent to the move however, as the original branding was agreed when London won the bid for the 2017 championships in 2011.
It is understood 2017 organisers are hopeful of gaining the agreement of the IAAF because even the world governing body's leaders are aware of the reputational damage caused by the scandal involving Coe's predecessor Lamine Diack, who has been arrested by French police on suspicion of taking money from Russian athletes to cover up doping offences.
The chairman of UK Athletics has said that the fight against doping is “under resourced” and suggested that more sponsorship cash should be used to ensure better tests and transparency.
Ed Warner implied that sponsors could be doing more to help by staying rather than pulling out - and also suggested that football TV sponsorship money should be siphoned off for the fight against cheats.
“One of the things that sport has to do across all sport is find a way to secure more of its revenues for the fight against doping,” he told MPs on the Culture, Media and Sport committee.
Mr Warner said the International Association of Athletics Federations (IAAF) should set aside “a fixed percentage” of all its sponsorship income to spend on anti-doping measures – and also suggested football TV revenues could contribute.
He said it would “make a lot of sense” if football also handed over a “very small proportion” of its global television income to the World Anti-Doping Agency (WADA).
“Football probably wouldn’t notice the difference but WADA certainly would,” he said.
Former marathon world champion Paula Radcliffe has told ITV News "undoubtedly there was really bad corruption" at world athletics' governing body, after the publication of a damning report.
The World Anti-Doping Agency's independent commission found "corruption was embedded" at the International Association of Athletics Federations (IAAF).
"In essence it was a pretty archaic and inept organisation in the way it was functioning", she added.
Radcliffe added that Lord Seb Coe, who is now at the helm of the organisation, "was the right man in charge" in terms of moving forward and restoring the integrity of the sport.
Senior staff at athletics' governing body must have known about doping taking place within the sport, an independent report has found.Read the full story ›
Dick Pound, the chair of the World Anti-Doping Agency commission into allegations of doping, has said he does not believe IAAF president Lord Coe was lied when he denied being aware of the scandal in which Russian athletes have been embroiled.
Lord Coe, previously served as vice-president at the world athletics' governing body between 2007 and 2015, before becoming president.
When asked his thoughts by a reporter at a press conference in Munich, Dick Pound said: "I do not believe so".
He added: "If you're asking me to give an opinion if he lied or not, I'd say he didn't lie."
The chairman of the World Anti-Doping Agency's independent commission Dick Pound, has said the IAAF "must assume its responsibilities for what went wrong" in relation to allegations of corruption at the body over doping.
He also said the current president of athletics' governing body, Lord Seb Coe, is the best person to lead change at the organisation.
Former IAAF President Lamine Diack "was responsible for organising and enabling the conspiracy and corruption that took place", a report by the World Anti-Doping Agency's independent commissionhas concluded.
Current president of world athletics body, the IAAF, Lord Coe, is present as the World Anti-Doping Agency delivers its scathing verdict that the body was involved in past "corruption" in relation to athletes doping.
The International Association of Athletics Federations has been warned by the World Anti-Doping Agency that continued denial over alleged doping corruption will make it "more difficult to make genuine progress".
ITV News Sports Editor Steve Scott is at a press conference being held in Munich by the agency as it publishes its second report in doping.
A message to Seb Coe's IAAF re past corruption "continued denial will simply make it more difficult to make genuine progress."
The second part of a report by the World Anti-Doping Agency has criticised the International Association of Athletics Federation.
ITV Sports Editor Steve Scott is at a press conference in Munich.
WADA report slams IAAF "it is increasingly clear that far more people knew about the problems than has currently been acknowledged"
WADA " the corruption (at IAAF) was imbedded ...it cannot be ignored or dismissed as attributable to the odd renegade..."