Sky Buys Stake In Whistle Sports Network Huawei Signs Deal With Santos London NFL Team Could Be Worth $160M McDonald's Extends FIFA Sponsorship Deal HSBC Launches 'Anyone's Game' Campaign Sainsbury's Names Sturridge Ambassador RFU Extends Deal With Sky Sports Swansea City In Talks With Potential Investors Thai Media Groups Eye Bolton Takeover Marketplace Roundup
Enter amount in full numerical value, without currency symbol or commas (ex: 3000000).
Upcoming Conferences and Events
SBD Global/April 16, 2013/Marketing and Sponsorship
Sainsbury's Partners With UK Athletics, Will Be Title Sponsor Of Three Summer Events
Published April 16, 2013
BULKING UP: REUTERS' Keith Weir reported British athletics received "a welcome commercial boost" by Sainsbury's sponsorship. The sport "has been seeking new backers after insurer Aviva ended a 13-year sponsorship at the end of last year, walking away despite the exposure athletics enjoyed during the Olympics in London" (REUTERS, 4/15). The partnership "is part of Sainsbury’s support for the British Athletics Paralympic programme," which has already included £2M ($3M) of funding for schools, clubs and organizations "to nurture the next generation" of Paralympians (RETAIL WEEK, 4/15). MARKETING WEEK's Sebastian Joseph noted 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 organization "aims to move away from having major backers towards building a portfolio of partners in a bid to strike more deals and maximise revenues" (MARKETING WEEK, 4/15).