Sainsbury's extends partnership with British Athletics
Sainsburys has signed a new long-term sponsorship deal in support of British Athletics.
The four year partnership will see the supermarket become the British Athletics Major Event Series partner and extends the successful relationship that enabled British Athletics to stage last year's Sainsbury’s Anniversary Games in London’s Olympic Park.
The Major Event Series includes both indoor and outdoor Grand Prix meetings and British Championship events, starting with the Sainsbury’s Glasgow International Match on 25 January.
The partnership will also support and sponsor the Great Britain and Northern Ireland Para-athletic team with Sainsbury’s helping to drive the search for the team’s future stars.
Sainsbury’s chief executive Justin King said: "Our partnership with British Athletics and support for the Great Britain and Northern Ireland Para-athletic team is a natural way of building on our commitment to support disability sport and encourage more active lifestyles – and perhaps we’re helping launch the stars of the future through the British Athletics talent and sport introduction days."
Niels de Vos, chief executive of British Athletics, added: "Working with Sainsbury’s last year enabled us to stage the first ever IPC Grand Final and to create the world’s most successful athletics event of 2013, the Sainsbury’s Anniversary Games, selling 180,000 tickets in 75 minutes.
"We are delighted and excited that Sainsbury’s will be our long term Major Event partner, bringing their retail and marketing expertise to the promotion of athletics, the British Team, and grass roots Para-athletics.”
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