Supermarket giant strikes deal with British Athletics

Sainsbury’s has extended its sponsorship deal with British Athletics for four more years.
The retailer will sponsor the indoor and outdoor athletic seasons in Britain which includes five meetings – beginning in Glasgow later this month and ending in Birmingham in August.
Sainsburys replaced Aviva as the headline sponsor of British Athletics in 2012 and the supermarket giant sponsored last year’s televised domestic summer series. 
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.”
Mr King added that this deal proved the retailer’s commitment to promoting disability sport and active lifestyles, commenting that their financial backing could be responsible for launching future sporting stars. 
Niels de Vos, the chief executive of British Athletics, said that he was “delighted and excited” that Sainsbury’s had agreed to be its long-term major event partner.
Sainsbury’s is the fourth core partner to join British Athletics alongside the BBC, Nike and the National Lottery.
The value of the sponsorship deal is currently unknown.