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SBD Global/June 14, 2012/Marketing and Sponsorship

U.K. Athletics To End Sponsorship Deal With Aviva

Aviva and U.K. Athletics will part ways on their £8M ($12.4M) a-year sponsorship deal, as the sports governing body "moves to a multi-brand sponsorship model," according to John Reynolds of the BRAND REPUBLIC. Aviva's relationship with U.K. Athletics dates to '98. Its current four-year deal, which ends this year, is "thought to be worth" around £8M ($12.4M) a year. Sources said that U.K. Athletics "wants to introduce a new sponsorship model," which would "spread the sponsorship across a number of brands." U.K. Athletics is "now talking to a number of sponsorship agencies." Aviva could be included as "one of a number of five or six sponsors, instead of the top tier sponsor" (, 6/13).
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