UK Athletics reorganises sponsorship structure

LONDON - UK Athletics, the national governing body for track and field sports, is altering its sponsorship structure to boost revenue from major brand partners.

The restructure comes as the body seeks to attract commercial revenue on the back of the sport's rising profile, which has been boosted by health concerns surrounding matters such as child obesity.

The overhaul is being led by Fast Track, UK Athletics' exclusive marketing partner, which handles all sponsorship and broadcast deals. Fast Track managing partner Jon Ridgeon said UK Athletics wanted to 'be at the forefront of the health agenda'.

The Fast Track sponsorship programme will now incorporate a second top-tier brand. This will sit alongside headline sponsor Norwich Union, which has sponsored UK Athletics since 1999. It will continue to hold naming rights to the overall programme of events.

UK Athletics runs three indoor and four outdoor events each year, including the British Grand Prix.

The top-tier sponsor will be offered significant branding presence at each event, alongside Norwich Union.

It will gain commercial access to members of the GB Team, which includes javelin thrower Steve Backley and runner Paula Radcliffe. There will also be a tie-up with UK Athletics community programmes.

The BBC recently extended a five-year contract to broadcast UK Athletics events until 2008.

In 2001 Norwich Union signed a £20m agreement with UK Athletics to extend its sponsorship of domestic events until 2006, replacing its £10m four-year deal.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer