Aviva To Rebrand UK Athletics Tie-up

Aviva, the company which owns the Norwich Union insurance brand, has announced
its intention to rebrand its flagship sponsorship of UK Athletics under the
parent firm’s moniker in line with its desire to migrate the Norwich Union brand
to Aviva over the next two years.

Norwich Union has been UK Athletics’ primary sponsor for a number of years
and has the title rights to all the major athletics meetings held in the UK
through its contract with the governing body.

The rebrand of the major meetings under the sponsorship deal commences with
immediate effect starting with the Aviva UK Championships incorporating the Team
GB Selection Trials at Birmingham between 11th-13th July.

The sponsor trades under the Aviva name in the majority of international
markets in which it operates with the exception of the UK, until this latest
marketing overhaul.

Andrew Moss, chief executive of Aviva, commented: ‘Rebranding our UK
Athletics sponsorship is part of a migration period to ensure we maximise the
benefits of our long-standing investment in the sport.

‘The popularity of the UK Athletics’ Major Event series televised on the BBC
has seen the number of countries broadcasting the events more than double in the
last four years.

‘It is anticipated that this summer’s events will be broadcast to more than
150 countries globally and with Aviva operating in 27 markets, we are working
with UK Athletics to rebrand the televised events under the Aviva name from this
summer to ensure we are optimising the benefit of our investment across our
global business.’

The Great Britain and Northern Ireland Team and grassroots athletics
programmes will continue to be Norwich Union branded for the remainder of 2008
and will be rebranded in 2009.