Sainsbury’s steps up athletics sponsorship

Sainsbury’s has been unveiled as the title sponsor for the three biggest athletic events in the UK this year after a successful sponsorship of the London 2012 Paralympic Games prompted the signing of a long-term deal with British Athletics.

SainsburysBA-Campaign-2013
Sainsbury’s is widening its existing backing of disability sport through a long-term deal with British Athletics.

The retailer will be the main backer of the three domestic televised athletics events this summer – the Grand Prix at Birmingham’s Alexander Stadium in June, the British Championships at the same venue in July and the Anniversary Games at the Queen Elizabeth Olympic Stadium also in July. The tournaments will collectively be known as the Sainsbury’s Summer Series.

As part of the deal, the retailer has committed to supporting British Athletics Athletics’ Paralympic programme through to the 2016 Games in Rio and the IPC World Championships in 2017.

Justin King, Sainsbury’s chief executive said: “As the first ever sole-sponsor of the Paralympics, Sainsbury’s saw firsthand the power of sport to bring people and communities together. We said at the time that we saw our involvement as much more than a one-off sponsorship – we wanted to be part of the movement, and to play our part in ensuring a lasting legacy building on the momentum created last summer.”

It is the first tie-up signed by British Athletics since it ended its long-running partnership with insurance brand Aviva and rebranded from UK Athletics. The fact the title sponsorship deal ends after the Anniversary Games means UK Athletics is still looking for long-term partners to help fund its elite abled-bodied programme. The organisation aims to move away from having major backers towards building a portfolio of partners in a bid to strike more deals and maximise revenues.

Sainsbury’s is expanding its association with disability sport following its sponsorship of the London 2012 Paralympic Games, which it claims has positively affected the perception of its brand and improved its relationship with customers and staff. Since the event, it has also unveiled a £1m legacy scheme to help disabled children lead healthier lives.

Hide Comments4 Show Comments
Comments
Trackbacks

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here