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IAAF may be dropped from World Championship branding

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.

Organisers of the 2017 World Championships in London. Credit: PA

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.