Athletics

Andrew Nicholson, head of sponsorship marketing at Virgin Money

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

Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.

Virgin Money will pay £4m (€4.7m/$6.1m) per year over five years, 2013 to 2017, for the London Marathon title sponsorship rights, an uplift of 17.6 per cent on the previous £3.4m-per-year deal made by Virgin Enterprises in 2008.

IAAF president Lamine Diack is unconcerned that a new title sponsor for the Diamond League, to replace Samsung, has not been found yet.

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…

Sports Sponsorship Insider talks to the Sainsbury’s boss about the brand’s presence in school and Paralympic sport – and its title sponsorship of British Athletics’ Sainsbury’s Summer Series. Sports

MARATHON RUNNERS are renowned for obsessively ticking off the different cities who’s routes they have completed, but now this habit seems to extend to sponsors.

ATHLETIC SHOE brand ASICS activated its sponsorship of last weekend’s ING New York Marathon with some saturation outdoor advertising on the marathon route.

THIS SUNDAY'S BMW Berlin Marathon marks the mid-way point in the World Marathon Major series, which features city marathons in Boston, London, Berlin, Chicago and New York