ADIDAS today announced that it had extended its exclusive partnership with UK Athletics for the next five years, meaning that athletes like Christine Ohuruogu (pictured) will be wearing the famous three stripes until 2013
The sport’s governing body has signed a deal that will see adidas continue as the official sports apparel provider to the Great Britain and Northern Ireland team, official sponsor of UKA’s Major Events Series and supplier to UK Athletics officials and volunteers.
It is the second boost for UK Athletics since they discovered last Wednesday that the amount of National Lottery funding they are due to receive in the build-up to London 2012 had been cut by UK Sport by £1.4 million to £25.1 million.
On Friday they had announced a new £8.4 million six-year deal with BBC to cover the sport's events.
Niels de Vos, the chief executive of UK Athletics, claimed the deal was further illustration of the strong position the sport finds itself in as it builds for the London Olympics and Paralympics in 2012 and beyond.
He said: “The adidas deal secures another major part of the commercial legacy for the sport beyond 2012, and I am delighted that such an iconic sporting brand is to continue its successful association with UK Athletics.
“With new head coach Charles van Commennee arriving shortly and the formation of an endurance advisory group headed by Sebastian Coe there is no doubt that the sport is gearing up to meet the challenge of 2012 head on and I am delighted that adidas shares in our belief that athletics will deliver over the coming years.”
It is another coup for adidas, a tier-one London 2012 sponsor and long-time backer of the British Olympic Association.
Robin Money, head of sports marketing, adidas UK & Ireland said: “Adidas is extremely pleased to extend our partnership with UK Athletics.
"Not only will athletes competing for Great Britain receive the very best in performance kit but this partnership will also ensure we continue our commitment to encourage sports participation in the UK through 2012 and beyond.”