Adidas, BBC Expected To Renew Deals With British Athletics For Multiple Years

Adidas and the BBC "are expected to join the National Lottery and Sainsbury's as new partners of British Athletics, as the governing body ramps up its commercial offering," according to John Reynolds of MARKETING MAGAZINE. British Athletics "unveiled the National Lottery as an event partner for the Anniversary Games, which is set to feature Usain Bolt and other top global athletes competing at the Olympic Stadium this summer." The National Lottery "has been an existing partner of British Athletics for some time," but the deal announced Tuesday is a commercial enterprise in its own right, running up until '17. The next two commercial deals announced by British Athletics "will feature the BBC and adidas renewing their respective deals as broadcaster and kit supplier." Both commercial renewals "are likely to run for between four and five years and will be announced in the coming months" (MARKETING MAGZINE, 4/16).