Aviva Will Not Renew Sponsorship Of UK Athletics At Year's End
Insurance company Aviva today formally announced that it "will not renew its 13-year sponsorship" of U.K.'s track & field body "despite the sport's increased profile" following the London Games performances of Mo Farah and Jessica Ennis. The deal, which expires at the end of the year, was reportedly worth about US$12.8M. U.K. Athletics' next round of deals "will be a test of the commercial appeal of sports like athletics on the back of a highly successful Olympics" (REUTERS, 10/10).