adidas Extends UK Athletics Sponsorship Deal, by Larry Eder


adidas does not waste much time. They recently extended their Boston Marathon sponsorship and have just extended their UK Athletics sponsorship after the London Olympics, to be held in 2012. The contract now goes through 2013.

Brand development over the long term, even in these challenging times, makes a huge amount of sense. A long term sponsor, who shares the goals of long time branding and goodwill, plus helping development a program that wants to improve is a dream relationship. A tip of the hat to adidas and UK Athletics.


Christine Ohuruogu, the defending World Champion, the defending Olympic champion at the women's 400 meters, is shown in the new adidas UK Athletics kit. Courtesy of adidas communications.


(This happened earlier this week).

adidas confirmed their extended sponsorship of UKA beyond the London 2012 Olympic and Paralympic Games, with the reveal of the new Aviva Great Britain & Northern Ireland team kit.

The sportswear company have been the official kit supplier to UKA and the Aviva Great Britain and northern Ireland team since 1 January 2005, the new deal extends the partnership until 2013.

The new patriotic kit, which is revealed today, is a bespoke design specifically for the GB & NI athletics team. It will be worn for the first time at the European Team Championships in Leira, Portugal on 20-21 June.

The new deal will also see adidas providing more support to the annual UKA Major Events Series, specifically the Aviva London Grand Prix at Crystal Palace and the Aviva Grand Prix at Birmingham's National Indoor Arena. For the first time, adidas have become an official sponsor of the Aviva London Grand Prix, which will take place over two days on 24-25 July.

Niels de Vos, Chief Executive of UKA said:

"I am delighted that we have not only lengthened, but strengthened our partnership with adidas. Both UKA and adidas are organisations that have the very highest ambitions for the sport of athletics and clear visions for the future of our sport.

"We look forward to working closely together on our shared goals what will be one of the most exciting phases in the sport's history in this country."

Robin Money, Head of Sports Marketing, adidas UK and Ireland said:

"adidas is extremely pleased to continue to support UKA. We will make sure that the British and Northern Irish athletes have access to the ultimate in sports kit so they can perform to their very best and hope that our continued investment in the sport will enable more young people to be able to take part."

Special thanks to Lyn Famiglietti of adidas communications..

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