UK Athletics strikes £4m Reebok deal

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.


Safeway rebrands Scottish stores

Marketing Week

Safeway is to rebrand its 116 stores in Scotland with a new logo featuring the country’s national flag, the St Andrews Cross, and the strapline: “Safeway: proud to serve Scotland.” The new regional identity will feature on carrier bags, staff uniforms and store signs. It will also appear on 60 own-label products sourced from Scottish […]

May nets top Ladbrokes job in shake-up

Marketing Week

Ladbrokes, the gaming group, has promoted Andy May to the position of head of marketing following a top level restructure which has led to the departure of marketing director Andy Walder. May’s role will combine the jobs of Walder, who has left the company without a job to go to after just eight months, and […]

Big and bold but still lost on the Web

Marketing Week

Your article “The battle to be the sexiest site starts here” (e-volve, MW August 31) spurs me to say I have great doubts about some of the drivel that is being said about websites and the Internet. Many companies rightly expect to increase sales by having a website. Yet the most brilliant, all-singing, all-dancing site […]


    Leave a comment