Performance running footwear company ASICS is sponsoring Channel 4's broadcast coverage of the current IAAF World Athletics Championships in Daegu, Korea.

The company is supplying idents and break bumpers for the event, with Channel 4 showing 60 hours of live action along with six hours of highlights which are featuring ASICS promotions and branding throughout.

Following the 'Running releases more than just sweat' global advertising campaign which was launched with ASICS' first ever UK television spots in January this year as part of their largest ever media spend, the company is using a similar global brand creative for the sponsorship.

The sponsorship builds on ASICS' long term involvement with athletics and adds to its support of the BUPA Great Run Series, which was announced in June 2011.

ASICS sponsored athletes competing at the event include Jenny Meadows (800m), Helen Clitheroe (5000m) and Lee Merrien (Marathon).

Barry Mellis, managing director, ASICS UK said: "The World Championships are the highlight of this year's athletics calendar and the coverage of the event from Channel 4 is set to be fantastic."

The 13th World Athletics Championships is the first championship to be staged in mainland Asia.

Channel 4 is expecting around 16 million adults to tune in over the nine day event, with coverage supported by pre-event roll outs online and throughout social media channels, alongside its large outdoor, digital and print media campaign encouraging the nation to watch and support the GB athletes.