Sainsbury’s Extends British Athletics Deal
British Athletics kicked off 2014 by announcing that Sainsbury’s has signed a new long-term deal to extend its relationship with the governing body and its role as the main partner of the Major Event Series.
As part of the four-year deal, which also sees the retail firm continuing its support of the Great Britain and Northern Ireland Para-athletic team, Para-athletics will play a key role in the indoor and outdoor athletics calendar.
The British Athletics Major Event Series includes both indoor and outdoor Grand Prix meetings and British Championship events, starting with the Sainsbury’s Glasgow International Match on Saturday 25th January. The match kicks off a home Commonwealth Games year, with an indoor track battle between Scotland, Great Britain, USA and a Commonwealth Invitation team.
Sainsbury’s became the title sponsor of British Athletics’ Summer Series in April 2013, which culminated in the Sainsbury’s Anniversary Games last July.
Justin King, Sainsbury’s CEO, said of the announcement: ‘Our involvement in the Paralympics Games and Sainsbury’s Summer Series has clearly showed the power that sport has to unite and inspire budding athletes of all ages and abilities.’
‘Our partnership with British Athletics and support for the Great Britain and Northern Ireland Para-athletic team is a natural way of building on our commitment to profile disability sport and encourage more active lifestyles – and perhaps we’re helping launch the stars of the future through the British Athletics talent and sport introduction days.’
Chief executive of British Athletics, Niels de Vos added: ‘Working with Sainsbury’s last year enabled us to stage the first ever IPC Grand Prix Final and to create the world’s most successful athletics event of 2013, the Sainsbury’s Anniversary Games, selling 180,000 tickets in 75 minutes.’
‘We are delighted and excited that Sainsbury’s will be our long term Major Event partner, bringing their retail and marketing expertise to the promotion of athletics, the British Team, and grass roots Para-athletics.’
Sainsbury’s is the fourth core partner to join British Athletics alongside BBC, Nike and The National Lottery.
