B&q Ends Team GB Sponsorship

Superstore chain B&Q has announced that their sponsorship of the British Olympic Association will not be renewed in the run up to London 2012.

The deal, which expired at the end of 2008, included an ‘Olympic Ambition’ programme allowing potential athletes to work flexible hours at B&Q stores while they trained for the Olympics. Additionally, the company provided the BOA with furniture and fittings for the British team at the Beijing Olympics.

Blaming the financial climate, the DIY chain decided not to extend its contract.

The expiration, however, will not have a significant impact on the BOA’s income, as its contractual arrangements for the 2012 Games has sold the Association’s rights of the Olympic brand to the London organising committee, and will receive a fixed fee.

Along with B&Q, the BOA’s sponsorship from brewers Michelob has also expired.