UK Athletics, the sport’s governing body, has struck a new four-year sponsorship deal worth &£4m with sportswear manufacturer Reebok.
The deal means Reebok becomes the principal sponsor of the UK cross-country series, which will now be called the Reebok Cross Challenge. It will also provide investment for UK Athletics’ youth programmes, Norwich Union Startrack and Sports Hall Athletics.
Reebok will continue to supply the UK track and field team with its kit and will become an official backer of the UK Athletics website.
A source close to UK Athletics says: “The terms of the deal have been improved for both parties involved. Athletics includes a number of different sports which the public mingles into one. We want to promote cross country as a separate sport in its own right.”
He adds that the deal, which was negotiated by sports marketing agency Fast Track, will help create the infrastructure necessary to produce medal winning athletes in the UK.
Reebok is one of a number of official sponsors of UK Athletics, along with Aqua-Pura Mineral Water, the BBC, Seiko and Isostar. The principal sponsor is CGU, which last year struck a four year deal with UK Athletics worth &£10m.