has received a financial boost after extending its sponsorship deal with Sainsbury’s for four years.The supermarket giant, which sponsored last year’s televised domestic summer series, including the sell-out in the Olympic Stadium, will become the title sponsor of all televised indoor and outdoor athletics events in Britain until the end of 2017.
The new deal starts with the Sainsbury’s International Match in Glasgow on Jan 25, when Britain’s athletes compete in a four-way indoor contest against the United States, Scotland and a Commonwealth Select team.
The company will also have title sponsorship rights for the UK Indoor trials, the Birmingham Indoor Grand Prix, the UK outdoor trials and the two summer Diamond League meetings.
The deal extends Sainsbury’s relationship with the sport after it committed last year to become a long-term sponsor of Britain’s Paralympic athletics squad. UK Athletics, which lost its long-term principal backer, Aviva, at the end of 2012, signalled a change to its sponsorship strategy last year when it announced it was looking to team up with a family of commercial partners rather than with a single over-arching brand.
