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.

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