Sainsbury's to Sponsor British Athletics Events

2nd January 2014

British Athletics has announced that Sainsbury’s has signed a new long-term deal, building on the momentum of the 2012 Paralympics and driving even higher levels of Para-athletics participation at major UK sporting events.

Extending an existing partnership between Sainsbury’s and British Athletics, Para-athletics will continue to play a starring role in the indoor and outdoor athletics calendar with the retailer continuing as the partner of the major event series.

The four year deal sees the retailer become the Major Event Series partner, extending the successful relationship that enabled British Athletics to stage the award-winning 2013 Sainsbury’s Anniversary Games in London’s Olympic Park.  The British Athletics Major Event Series includes both indoor and outdoor Grand Prix meetings and British Championship events, starting with the Sainsbury’s Glasgow International Match on Saturday 25th January. The match kicks off a home Commonwealth Games year, with an indoor track battle between Scotland, Great Britain, USA and a Commonwealth Invitation team.

The Partnership will also support and sponsor the Great Britain and Northern Ireland Para-athletic team, whose stars include Paralympic and IPC World Champions Jonnie Peacock and Hannah Cockcroft as well as driving the search for future stars.

Justin King, Sainsbury’s CEO, said: “Our involvement in the Paralympics Games and Sainsbury’s Summer Series has clearly showed the power that sport has to unite and inspire budding athletes of all ages and abilities. 

“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 profile 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.”

Chief Executive of British Athletics, Niels de Vos adds: “Working with Sainsbury’s last year enabled us to stage the first ever IPC Grand Prix 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.
“Sainsbury’s are the fourth core partner to join British Athletics alongside BBC, Nike and The National Lottery, demonstrating the continued appeal of athletics within the UK sponsorship market.”

Sainsbury’s is committed to supporting and inspiring future generations to lead healthier, more active lifestyles and this commitment is showcased through its Active Kids* and Active Kids for All** initiatives, alongside the long term sponsorship of the Sainsbury’s School Games***.

These initiatives look to support young people, regardless of ability, by providing them with support and inspiration for healthy lives.