LONDON — Adidas will terminate its sponsorship deal with the IAAF, the athletic world’s governing body, due to an unfolding doping scandal that is damaging the latter’s reputation, according to a BBC report.

Adidas and the IAAF did not immediately return requests for comment.

Earlier this month reports released by the World Anti-Doping Agency were critical of the IAFF, which is alleged to have helped cover up systematic doping in Russia.

“As you know Adidas has a clear antidoping policy in place. Therefore, we are in close contact with the IAAF to learn more about their reform process,” said an Adidas spokesman at the time.

The sportswear giant was the biggest sponsor of the IAAF, with a deal due to run until 2019. The projected lost revenue from the canceled sponsorship is estimated at 21 million pounds, or $29.9 million at current exchange, according to the BBC.

Adidas had become the official sponsor of the 2009 World Championships in Berlin and worked with the IAFF on everything from product development to retail distribution.

As reported last year, the IAAF’s president Lord Sebastian Coe ended his long-time ambassadorial role with Nike due to a conflict of interest. He is said to be leading the IAAF through a process of reform in the wake of accusations of corruption within the organization.

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