Aviva confirms split with UK Athletics after 13 years
Wednesday, 10 October 2012
October 10 - Aviva has today confirmed that it will relinquish its 13-year headline sponsorship of UK Athletics at the end of 2012.
"We feel now is the right time to pass on the baton to another organisation," Aviva's chief marketing officer Amanda Mackenzie said.
The announcement from the insurance and finance group, whose four-year deal with UK Athletics to 2012 is thought to have been worth £8 million ($12 million/€10 million) annually, comes four months after speculation that UK Athletics was considering pursuing a multi-brand sponsorship model in its next deal.
Earlier this year the frozen food company McCain decided not to renew its £1 million ($1.6 million/€1.2 million) sponsorship of UK Athletics.
Niels de Vos, the UK Athletic's chief executive, commented today: "The appetite for companies to invest in athletics following our success in both the Olympic and Paralympic Games is strong, and we look forward to establishing a new series of commercial partnerships alongside those ongoing strong relationships we already have with companies such as the BBC, adidas, Spar and Alfa Romeo.
He added: "Aviva has been a superb partner for UK Athletics for 13 years.
"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 number one Olympic and Paralympic sport with a vibrant commercial programme of televised events and activities from the school playground to elite preparation camps."
Norwich Union, which assumed the name of its parent company Aviva in 2009, established sponsorship with UK Athletics in 1998, and Aviva has taken it over in the last three years.
The announcement also follows the appointment of Sophia Warner, who competed in the London 2012 Paralympics, as UK Athletics' new commercial director.
Mackenzie added: "The sponsorship has also enabled us to build awareness of the Aviva brand among the millions of sporting fans across the United Kingdom.
"The support we've given has helped athletes such as Jessica Ennis (pictured top) and Jonnie Peacock reach the very top of their sport, with stellar performance in London over the summer."
June 2012: Mike Rowbottom - UK Athletics considers the pros and cons of having one name in the frame
June 2012: Exclusive - UK Athletics non-committal over shift from Aviva deal to multi-brand sponsorship
December 2011: McCain to step down as UK Athletics sponsor
March 2010: Niels de Vos - UK Athletics offers better value for money than any sport in Britain
April 2006: UK Athletics celebrating record £50 million deal