British Athletics have recently announced that Sainsbury’s have signed a 4-year deal to become the title sponsor of the British Athletics indoor and outdoor major events series, starting with the Sainsbury’s Glasgow International Match on Saturday 25th January. In 2013 Sainsbury’s were the title sponsor for the three event Sainsbury’s Summer Series. This will now be extended to include the two British Diamond Leagues, two indoor Grand Prix events and both indoor and outdoor National Championships. This agreement will hopefully extend the successful relationship that allowed British Athletics to host the Sainsbury’s Anniversary Games at the Olympic Park, where 180,000 tickets were sold in 75 minutes.
Chief Executive of British Athletics, Niels de Vos stated: “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”
The extension of the existing partnership will also support the GB and NI Para-Athletic Team, which includes IPC World Champions Jonnie Peacock and Hannah Cockroft. It is believed that the extended partnership will build on the momentum of the 2012 Paralympic Games to increase participation in para-athletics and find future stars. Para-athletics events will continue to be seen in the British Athletics major events series, sponsored by Sainsbury’s.
Sainsbury’s CEO, Justin King said: “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.
De Vos adds: “Working with Sainsbury’s last year enabled us to stage the first ever IPC Grand Final and to create the world’s most successful athletics event of 2013, the Sainsbury’s Anniversary Games.”
Sainsbury’s is dedicated to promoting active lifestyles to lead to healthier future generations. This can be seen through its Active Kids and Active Kids for All initiatives as well as the sponsorship and support of the Sainsbury’s School Games.
Sainsbury’s say that their partnership with British Athletics builds on their commitment to promote active lifestyles: “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.”
Sainsbury’s are the fourth major partner to join British Athletics, alongside Nike, the BBC and The National Lottery.
