U.K. Retailer Morrisons Becomes Official Sponsor Of Great Run Series

U.K. retailer Morrisons has signed up as an official sponsor of the Great Run series as it "seeks to connect its brand values with the event's fitness and 'mass participation' messaging," according to Sara Spary of MARKETING MAGAZINE. Morrisons Group Marketing & Customer Dir Nick Collard announced it would sponsor the series for "at least four years" as it seeks to "align the brand with community and healthy living values." It takes over the deal from Bupa, an official partner for 22 years. Collard remained "tight lipped on marketing plans around the launch but said Morrisons is assessing a number of options around activation." The sponsorship kicked off on Saturday with the Great Winter Run and Int'l Cross Country in Edinburgh. He also declined to confirm "how much the deal was worth" (MARKETING MAGAZINE, 1/9).