Aviva To End Sponsorship Of U.K. Athletics When Deal Expires In December

One of the most "enduring sponsorships in British sport is set to end when Aviva's deal with UK Athletics expires in December," according to Simon Hart of the London TELEGRAPH. Aviva, which is the "title sponsor of the British athletics team as well as the six domestic televised meetings, has been the sport’s principal backer since 1999." But sources said that it "is 'very unlikely' that the company will be continuing its relationship because of a change in the way UK Athletics is selling its sponsorship rights from 2013 onwards." Hart notes instead of seeking a "single top-tier company, the governing body wants to move to a Champions League-style sponsorship arrangement with multiple commercial partners." Aviva is "said to be unhappy with having to give up its exclusivity and has no desire to accept a smaller slice of the sponsorship pie." Its current contract "began five years ago at a cost of almost" US$64.5M (TELEGRAPH, 10/3).