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Food and drink giant Nestle has ended its sponsorship of the International Association of Athletics Federations (IAAF), as it fears the doping scandal engulfing the world athletics governing body could damage its reputation, BBC reports.

"We have decided to end our partnership with the IAAF Kids Athletics programme with immediate effect," Nestle said, according to BBC. "This decision was taken in light of negative publicity associated with allegations of corruption and doping in sport made against the IAAF. We believe this could negatively impact our reputation and image and will therefore terminate our existing agreement with the IAAF, established in 2012. We have informed the IAAF of our decision and await a formal acknowledgment from them that our partnership has ended."

IAAF president Lord Coe responded strongly, simply saying he was "angered and dismayed by today's kids' athletics announcement.” In a wider statement, the IAAF also emphasised the number of children that would be affected by Nestle's decision. "In 2016, IAAF Kids' Athletics plans to reach a further 15 countries, training 360 lecturers, instructing 8,640 physical education teachers, with three million children participating by the end of the activation," the governing body said as reported by BBC.

The IAAF is reeling in the face of widespread allegations of corruption and bribery. New president Lord Coe was brought in to clean up the organisation, and has been travelling the world trying to ease the concerns of corporate sponsors, according to BBC.

Last month, sportswear giant Adidas ended its sponsorship deal with the IAAF. While Nestle was in the final year of its deal, Adidas' 11-year sponsorship deal, reportedly worth $33m (£23m), was due to run until 2019. However, sources have told the BBC the figure was much higher and worth up to $8m a year.