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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).