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Unilever lends support to British Athletics and Sainsbury’s Summer Series

Unilever has agreed a deal with British Athletics to become an advertising partner of this year’s Sainsbury’s Summer Series.

The consumer goods company’s sponsorship will include advertising and activation around the three events of the series – the Sainsbury’s Grand Prix, Sainsbury’s British Championships and Sainsbury’s Anniversary Games.

The sponsorship will be activated through three of Unilever’s key family brands – Flora, Persil and Magnum. Flora will invite visitors to watch live cooking displays and take part in games, Persil will encourage children to celebrate sporting moments through various activities and will offer product sampling to adults, while Magnum will host the Magnum Lounge where visitors can relax and enjoy entertainment.

Sophia Warner, British Athletics commercial director, said: “The sport has gone from strength to strength since London 2012, not only because the nation has fallen in love with athletics again but through our commercial programme, partnerships with global companies, such as Unilever, are engaging the sport with a new, wider audience. Unilever’s work with families will go a long way to raising the profile of the sport and allow us to engage not only with our existing fans in a new and exciting way, but with new fans who were captivated by the magic of last summer.”