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Sainsbury’s bags four-year deal with British Athletics

UK supermarket chain Sainsbury’s has extended its co-operation with British Athletics under a new four-year deal.

Sainsbury’s becomes the Major Event Series partner to the national governing body, renewing a relationship that enabled it to host the 2013 Anniversary Games at London’s Olympic Park. Sainsbury’s was the title sponsor for the international athletics event, which sold out its allocation of 180,000 tickets in 75 minutes.

The British Athletics Major Event Series includes indoor and outdoor grand prix meetings and British Championship events, starting with the Glasgow International Match on January 25, an indoor track meeting between Scotland, Great Britain, USA and a Commonwealth invitation team to launch the Commonwealth Games year in the multi-sport event’s host city.

Sainsbury’s will also support and sponsor the Great Britain and Northern Ireland Para-athletic team, whose stars include Paralympic world champions Jonnie Peacock and Hannah Cockcroft. The partnership allowed British Athletics to host the maiden IPC Grand Final last year.

Additionally, the supermarket will continue to support grassroots athletics through its Active Kids and Active Kids for All initiatives and its sponsorship of the Sainsbury’s School Games. Sainsbury’s is the fourth core partner to join British Athletics alongside UK public-service broadcaster BBC, the state-franchised National Lottery and US sportswear brand Nike.