British Athletics

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British Athletics, the UK governing body for athletics, and its German counterpart, the Deutscher Leichtathletik-Verband (DLV), have given mixed responses to the question of whether hosting upcoming World and European Championships have helped generate increased sponsorship revenue.

British Athletics’ transition to a “family of sponsors” model has been justified by the signing of two new deals, albeit more than three months into the new rights cycle, the organisation’s chairman Ed Warn…

Dairy products manufacturer Müller has extended its role as a major partner of the British Athletics governing body. Müller has agreed to extend the current partnership through to 2021.

Dairy product brand Müller has signed a new National Sponsor deal with the European Athletics Indoor Championships 2019.

Dairy products manufacturer Müller has extended its partnership with the British Athletics governing body until the end of 2019.

UK supermarket chain Sainsbury’s has exercised its right to withdraw from its four-year sponsorship of the British Athletics governing body at the midway point of the deal.