Sainsbury’s Backs British Athletics Events
British Athletics has confirmed Sainsbury’s as the title sponsor of the Sainsbury’s Summer Series – three athletics events in the UK this summer, culminating in the Sainsbury’s Anniversary Games at The Queen Elizabeth Olympic Park, Stratford from Friday 26th July to Sunday 28th July.
This partnership, which includes long-term support for British Athletics’ Paralympic programme, follows on from the retailer’s sponsorship of the 2012 Paralympic Games – which also saw Sainsbury’s shortlisted in the Best Sponsorship of a Sport Event or Competition category, sponsored by ICON, at this year’s BT Sport Industry Awards.
Sainsbury’s legacy programme has already seen £2 million of funding for schools, clubs and organisations put towards the next generation of Paralympic athletes for support and coaching.
Unique on the world stage, the Sainsbury’s Summer Series features two IAAF Diamond League events, the final of the IPC Grand Prix Series, and a one-off IPC International Challenge with some of the world’s biggest athletics stars already confirmed to compete.
Olympic champions Mo Farah and Greg Rutherford, headline 11 Olympic medallists who will line up at the Sainsbury’s Grand Prix in June, at Birmingham’s Alexander Stadium.
The Sainsbury’s Summer Series will include:
- Sainsbury’s Grand Prix – Birmingham, Alexander Stadium, Birmingham, 29th-30th June
- Sainsbury’s British Championships – Birmingham, Alexander Stadium, Birmingham 12th-14th July
- Sainsbury’s Anniversary Games, The Queen Elizabeth Olympic Park, London, 26th-28th July
Justin King, Sainsbury’s chief executive said: ‘Last summer the whole country was inspired and uplifted as we celebrated the very best of human sporting achievement through the Olympics and Paralympics. It was truly a summer like no other.’
‘As the first ever sole-sponsor of the Paralympics, Sainsbury’s saw firsthand the power of sport to bring people and communities together. We said at the time that we saw our involvement as much more than a one-off sponsorship – we wanted to be part of the movement, and to play our part in ensuring a lasting legacy building on the momentum created last summer.’
‘In the weeks immediately following we announced the creation of Active Kids for All – a commitment to help ensure that the half a million children with disabilities being educated in mainstream schools are included in sports classes.’
‘We’ve also demonstrated our belief in the importance of competitive school sports through our backing of the Sainsbury’s School Games which this year will see young athletes competing in events right across the country – at school, county and national level.’
‘And this year, we’ve once again used our Active Kids programme, now in its ninth year, to engage local communities in the positive benefits of physical activity.’
‘Now with this partnership and our sponsorship of the Summer Series we’re proud to be part of Britain’s renewed love of athletes and sport for all, supporting our current crop of world class athletes as well as inspiring the sporting stars of tomorrow.’
Fans can find out more and register their interest in tickets via the British Athletics website – www.britishathletics.org.uk – with tickets on sale to pre-registered fans from 10am Friday 19th April.
Tickets will go on general public sale at 10am on 23rd April.
