Sainsbury’s Ends British Athletics Deal

Sainsbury’s is set to end its four-year deal with British Athletics, which had been due to run until 2017, with the multimillion-pound contract including a clause for a mid-point review.

The supermarket will now bring an early end to the deal, signed in 2013, with last month’s Anniversary Games the last event to carry the chain’s branding.

The company has told media that its decision had nothing to do with recent doping allegations within the sport, adding that the move was part of a strategic review and British Athletics was notified five months ago.

The announcement comes days before the World Championships starts in Beijing.

In May the supermarket giant reported its first full-year loss for ten years.

The supermarket chain said in a statement: “Sainsbury’s has been a proud supporter of British Athletics since 2013, following our sponsorship of the London 2012 Paralympic Games.

“We wish British Athletics all the best with their future events programme.”

Sainsbury’s has also backed three editions of the Anniversary Games and in 2014 agreed to put its name to all of British Athletics’ major events.

Sainsbury’s will continue to support schools through its Active Kids vouchers programme, and the company has confirmed it will sponsor the UK Paralympic team competing at the Rio Olympics in 2016.

Image: ©Getty Images