Title sponsor of track and field in Britain will not renew their contract at the end of 2012
Insurance and finance giant Aviva this morning confirmed that they will not renew their sponsorship deal with UK Athletics when it expires in December.
For 13 years Aviva – or ‘Norwich Union’ as they were known when the contract began in 1999 – has been the principle backer of athletics in Britain. During that time they have been the title sponsor of the British team and of all the domestic televised athletics meetings.
But now the governing body wants to move to a multi-brand sponsorship arrangement with several commercial partners. It is believed that Aviva – whose current five-year £50million contract is the biggest in British sport outside of football – is unhappy at the thought of having to give up exclusivity.
“We will have had 13 great years with UK Athletics and it has been a fantastic partnership,” said Amanda Mackenzie, Aviva’s chief marketing officer. “The support we’ve given has helped athletes such as Jessica Ennis and Jonnie Peacock reach the very top of their sport, with stellar performances in London over the summer.
“The sponsorship has also enabled us to build awareness of the Aviva brand among the millions of sporting fans across the UK and we feel now is the right time to pass on the baton to another organisation. It will no doubt prove as successful for them as it has for us.”
Strengthened by the success of London 2012, and in particular the sell-out crowds inside the Olympics stadium, UKA’s chief executive Niels de Vos will now turn his attention to securing new sponsorship contracts.
“Aviva has been a superb partner for UK Athletics for 13 years,” said de Vos. “Without their support over these past years, there is no doubt that athletics would not find itself in the robust good health that it does – as the country’s No.1 Olympic and Paralympic sport with a vibrant commercial programme of televised events and activities from the school playground to elite preparation camps.”