BRITISH ATHLETICS has this week secured two sponsorship deals with supermarket chain Sainsbury’s and the UK’s National Lottery.
The deal with Sainsbury’s sees the company become title sponsor of June’s Grand Prix, as well as the British Championships and the Anniversary Games, both to be held in July. The events will be collectively known as the Sainsbury’s Summer Series.
This new agreement sees Sainsbury’s build on its sponsorship of the London 2012 Paralympic Games by supporting the British Athletics Paralympic programme until 2017.
Sainsbury’s will be the title sponsor of this year’s International Paralympic Committee Grand Prix Series and the IPC International Challenge, while continuing its sponsorship of the Sainsbury’s School Games.
The National Lottery, meanwhile, will be an event partner at the Anniversary Games and will have branding around the Olympic Park, between 26 and 28 July.
These deals are the first signed by British Athletics since it rebranded from UK Athletics, and ended its 13-year title partnership with insurance company Aviva.
A detailed analysis of British Athletics’ sponsorship strategy will be available in the next edition of the Sports Marketing Frontiers newsletter, to be delivered to subscribers on Tuesday 30 March.
By Robin Jellis
Follow Robin on Twitter: @robinjellis