Sainsbury’s Opts For Early End to British Athletics Sponsorship
August 17, 2015
UK supermarket chain Sainsbury’s has ended its sponsorship of British Athletics just two years into a four-year deal.
The deal was signed in 2013 but included a clause for a mid-point review, thus allowing for Sainsbury’s to terminate the contract halfway through the agreement which was due to run until 2017.
The supermarket stated the decision was not down to the recent allegations of doping against the sport but due to a “strategic review”.
In a statement to Press Association Sport, the supermarket said: “Sainsbury’s has been a proud supporter of British Athletics since 2013 following our sponsorship of the London 2012 Paralympic Games … The decision was made as part of our strategic review last year.
“We wish British Athletics all the best with their future events programme.”
British Athletics said in a statement: “British Athletics would like to thank Sainsbury’s for their support of our major event series since 2013.
“With their help, we are proud to have established the Anniversary Games as one of the country’s must-see events of the summer sporting calendar.
“The 2016 event is set to be the perfect send-off for British athletes headed to the Olympic and Paralympic Games, and the build up to a home World Championships in 2017 will again put the Anniversary Games in the forefront of the nation’s most iconic sports events.”