Unilever Agree Sainsbury’s Summer Series Sponsorship

Unilever has been named as an advertising partner of the upcoming Sainsbury’s Summer Series by British Athletics.

The Summer Series features three events: June’s Sainsbury’s Grand Brix in Birmingham, July’s British Championships also in Birmingham, and the Sainsbury’s Anniversary Games in London’s Olympic Park later in July.

Olympic and Paralympic stars including Usain Bolt, Mo Farah, Jessica Ennis, David Wear and Jonnie Peacock are expected to appear.

Unilever will activate their sponsorship through three of its products. Persil, the detergent brand, will host activites for children and offer product samples to parents, ice cream brand Magnum will sponsor the Magnum Lounge fan zone and margerine brand Flora will offer live cooking displays.

Jon Goldstone, Unilever UK and Ireland vice president of brand building for foods and refreshments, added: “Athletics has never been so popular in the UK and with many of the Sainsbury’s Summer Series events sold-out already, it’s a fantastic opportunity for our Persil, Magnum and Flora brands to engage with our consumers.”

British Athletics commercial director Sophia Warner added: “Unilever’s work with families will go a long way to raising the profile of the sport and allow us to engage not only with our existing fans in a new and exciting way, but with new fans who were captivated by the magic of last summer.”