Unilever To Partner Sainsbury’s Series

British Athletics has confirmed that consumer goods supplier, Unilever, will partner this summer’s Sainsbury’s Summer Series, after signing a new deal as “Advertising Partners” for the events. 

The Sainsbury’s Summer Series will see some of the biggest names in athletics take to the track, including Olympic champions Usain Bolt, Jessica Ennis and Mo Farah, and Paralympic champions David Weir, Jonnie Peacock and Hannah Cockroft.

Unilever’s sponsorship will include advertising and activation around the Sainsbury’s Grand Prix (29-30 June) and the Sainsbury’s British Championships in Birmingham (12-14 July), as well as the Sainsbury’s Anniversary Games (26-28 July) in the Olympic Park.

Unilever will activate its sponsorship through three of its key family brands: 

Flora will be inviting visitors to watch live cooking displays using Flora Cuisine to make athletics themed recipes and celebrate with sandwiches and summer games.

Persil will encourage kids to celebrate their mighty sporting moments with some medal-winning activities and product sampling for parents.

Magnum will host a Magnum Lounge, to enable visitors to relax and chill out in between the games. The brand will also create entertaining moments inside the stadium.

Jon Goldstone, VP Brand Building – Foods and Refreshments at Unilever UK & Ireland said:
‘Athletics has never been so popular in the UK and with many of the Sainsbury’s Summer Series events sold-out already, it’s a fantastic opportunity for our Persil, Magnum and Flora brands to engage with our consumers.’

British Athletics commercial director, Sophia Warner added: ‘We are absolutely delighted to welcome Unilever to the British Athletics family as Advertising Partner. The sport has gone from strength to strength since London 2012, not only because the nation has fallen in love with athletics again but through our commercial programme, partnerships with global companies, such as Unilever, are engaging the sport with a new, wider audience.’

‘Unilever’s work with families will go a long way to raising the profile of the sport and allow us to engage not only with our existing fans in a new and exciting way, but with new fans who were captivated by the magic of last summer.’