Samsung, the South Korean electronics giant which has sponsored the series for three years since its inception in 2010, has opted not to renew its deal for the forthcoming season, leaving the world governing body with precious little time to find a replacement before action gets underway.

The title sponsorship deal is believed to have been worth around £3 million a year to the IAAF, who have been forced to make financial cutbacks in recent years to weather the global economic crisis.