1998 stod Ericsson Mobile Communications på topp och var bland annat sponsor av första året med friidrottstävlingarna i IAAF Golden League. (IAAF = the International Amateur Athletic Federation)
Vi citerar från IAAFs hemsida:
Stockholm: 9 July 1998: The IAAF Golden League is the start of a new Golden era for Athletics. Ericsson, the leading telecommunications company, has become the first Official Partner of the newly formed League, which will see the best athletes in the world competing for a total of more than US $7 million in prize money.
Up for grabs is also the IAAF Ericsson Golden League Jackpot of US $1 million, which will be shared between any athletes winning their Golden League event in each of the six meetings as well as in the IAAF Golden League/Grand Prix Final. They will also each receive an exclusive Ericsson Golden Phone.
”We are thrilled to be sponsoring a sport that is going through such positive changes, and believe that there is a natural synergy between Ericsson and athletics, as they both successfully combine simplicity with cutting edge innovation and performance”, commented Jan Ahrenbring, Marketing Communications Director for Ericsson.